yeah, working with young, less-fat/lazy publishers could help too.
but in my opinion, Runic Games did right step moving all-around, including own system of distribution, along with selling thru Steam, Impulse and others.
less distribution/sales being locked-down by/on someone, the better. same about game development advance, thats why [lagging and encumbered]PhysX usage in Arma3 cause serious issues, likely to experienced by Epic games in past days. same about dependency on API's, development tools and etc. watch for EA workarounds on-topic, especially about Qt usage[considering EA Microsoft division, in fact and Nokia/Troll-tech acquiring].
point is that not about stupidity or rhetoric, nor advanced marketing science&psychology, but about their common sense and living experience[including related/similar].
so, to simplify, trick not to "sell as much as you can to anyone you can", but prioritize on "good customers" and remain "good supplier" for them, ie long-term/fail-safe buziness-plan/shedule/strategy[which is some studios/pubs lack :/]