

When a monopoly is faced with a smaller, more efficient competitor, they cut prices to keep people from switching, or buy the new competitor, make themselves more efficient, and increase profits.
When Steam was faced with smaller competition that charged lower prices, they did - nothing. They’re not the leader because of a trick, or clever marketing, but because they give both publishers and gamers a huge stack of things they want.
I presume you’re joking, but the air space is actually there to make the box satisfying to shake. That’s why staples (which no one wants to shake) are in tight fitting boxes.