> You could (most naturally) buy a game without paying a middleman, but it's the exception now for some reason and not the rule.
Publishing rights.
Ironically, Apogee, Epic, and iD [0] and others got their fortunes by hacking the systems in place back then.
Apogee and Epic in their way, by doing 'shareware', however the final distributor was distributing the shareware [1] the had a chance to get a cut, and they were spreading the brand.
iD, when they did Doom, went even further. We easily forget that in the 90s, 'only' a 30% take from the publisher was nearly unheard of. When it came to retail I think it was almost inverted if not worse. Uploading to FTP and letting whoever distribute the shareware, then they got all the mail orders in and only had to pay their duplication/printing costs and recoup whatever other art costs were involved.
Publishers -can- provide value. I'll posit there's lots of titles I've only purchased because they showed up on a Steam/GOG feed.
[0] I think that's how you were supposed to type it back then, been a hot minute.
[1] Oh the 'Shareware store' is a thing I should blog about someday, in retrospect that place was weird lol.
Would be interesting to hear or find at some point what was the split for early iD games for example. Commander Keen and Wolfenstein 3D. Which seems to have been published by Apogee(3D realms later).