As a consumer, I am interested in who can deliver the product I want for the lowest price, and price of zero Euro is difficult to beat. Hence, Epic is the "pro-consumer" hero in my book, because the competition it brings puts pressure on the prices. Steam, on the other hand, sitting like a big fat frog on the spring and taking hefty 30 percent cut from everyone is the anti-consumer side in this case. Yes, their client is nice, but I ultimately care only about the game, not the client. If the client means I have to 30% more, it's not very "pro-consumer".
And siding with "Team Steam", and bashing Epic for being "dicks" is total emotional tribalism. This is capitalism, everyone is in for the money in the end, so projecting some morals into the struggle seems a bit silly.
So Go Epic, I have about 20 free games from them already! Not every one would be a purchase, but it's a significant saving in any case, compared to the cost (one extra client installed).