In a sense, the amazing thing is that Epic actually changed. In the past, incumbents didn't, and failed. Today, companies know about this dynamic, and try to adapt and undercut themselves before an upstart can. It takes some steel to let go of all that short-term profit.

Even so, it may be too little too late for Epic. It's straightforward to drop prices, but difficult to change business models, release timeframes, market position in customer's minds, codebase, customer feedback from a new usage.