What the fuck does he actually think he’s saying, here?
He's saying the "free market" applies to both consumers and suppliers, and they are "free" to buy or sell wherever they wish.
What he's neglecting to mention is that in a free market, the customers actually have more power because if they don't like where you're selling your product, they won't fucking buy it, and in a market of largely interchangeable goods that all fall under the blanket term 'entertainment', suppliers who don't listen to what their customers want will - in an actual free market - die, while suppliers who
will will thrive.
What he's doing with EGS is basically the same as subsidising less popular goods, because all things being equal people would rather not buy on EGS.
Subsidies on noncompetitive products, and tariffs on more popular ones you can't control are anathema to 'free market' ideologies, and I'm sure he knows it.