While it may explain sales on Steam, it doesn’t factor in that a lot of people saw the game on EGS and bought it there irrespective of cheaper Steam keys being available.Not saying Mike did not consider this as a reason. My initial guess is Family Man was part of the Humble choice back in May 2021. Folks who wanted it could get it as part of of the Choice for cheap, or if they did not want it, could trade/sell it off. This likely satiated the Steam key market. From a glance, the game is going for as cheap as 0.35USD on the shady key sites. In either case these folks would only show as activatations and not sales, and that is still not factoring if they are sitting on keys meaning you could not even look at activations to tell this story unless you know how many keys are in the wild versus what has been activated.
At the very least it’s indicative of a user base for the store being there, even if it’s not the one Epic was going for with their exclusives.