So that you can download the Itch.io store.
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Microsoft will soon let people download the Epic Games Store through the Microsoft Store. This is actually coming as part of a broader update that will allow for more apps using different frameworks, packaging technologies, and commerce platforms to be discoverable in the Microsoft Store. This update will also allow for third-party storefront apps to be discoverable in the new Microsoft Store on Windows.

This will soon mean you will be able to download something like the Epic Games Store through the Microsoft Store. From there, you will be able to download the Itch.io store that was, for some weird reason, added as a download option within the Epic Games Store earlier this year.

In addition to the reveal of the Epic Games Store coming to the Microsoft Store, it was also announced that Amazon will bring their app-focused storefront to the Microsoft Store as well.

The new Microsoft Store will make its debut on October 5 alongside the launch of Windows 11. However, the addition of third-party storefront apps will be rolled out over the next several months following the initial launch. And yes, the updated Microsoft Store with these additions and improvements will also make its way to Windows 10 users in the coming months.