I don't want to touch on the oil producers, because it is easy to drift towards politics, and I don't think Valve has anything to do with the pushback against Epic's policies.
Capitalism allows a lot of dirty tactics, but contemporary companies at least try to be show a 'socially and morally responsible' behavior and carefully craft their image.
It seems Epic doesn't give a flying biowaste about that, much like villains in comic books that show a friendly public face. It already gave them a bad image, and while we 'can haz free stuff' will obviously won't fail as long as they have deep pockets from other revenue sources, by time they will forced to adopt a sustainable business model (i.e. there is a reason why Valve didn't follow suit).