Already mentioned before, it's because they can't step on retailer's feet. They still need to deal with them on pushing the hardware, since they're low profit margin. It's a balancing act between pubs wishes, retailers and platform holders now.
What is gamestop going to suddenly stop selling video games? A few chains would still carry the consoles and games since here lot of people out there who don't want to buy such expensive things digitally or are buying a gift. It is still an item that gets people into the store. I still see PC games at walmart and last time I looked steam under cuts them all them all the time. Raise the margins on PSN and Xbox live cards to make up for it since people who don't have credit cards would need them to buy digital games anyways. There is a lot of ways to make everyone happy but they are going after 1 group the group that pays their bills. I am still waiting for all these examples were they stood up to the evil gamestop instead of kissing their asses with special deals.