And how’s that going for them?
Excellently, Unreal Engine makes a huge amount of money for them.
Have they stopped running at a loss yet?
You're probably thinking of the Epic Games Store, not Unreal Engine, and it would be grossly profitable at 12% commission if it had the established infrastructure and sales numbers that Steam does, it's only not profitable because they are still developing and building infrastructure and they basically just sell Fortnite and Rocket League.
If you're talking about the Source Engine, they're really, really not comparable. The Source Engine hasn't even been updated since 2013.
How would you convince gamers to use your store instead of Steam? There are reasons that anti-monopoly laws don't care how you got your monopoly, once you have one it's problematic because it makes nearly impossible for competition to form against you.