The reason they're moving forward with this is because if Apple tries to sue, it could make a case for Google that Apple is trying to take control of messaging in the United States. If they don't sue, should Google come after them down the line Apple can say "we're aware of 3rd party iMessage and decided to not take action to increase interoperability" yadda yadda.
That's my guess anyway.
They do like money, but Valve also loves providing a service to people.
Nobody uses Epic Games, Origin, Ubisoft Connect, or Battle.net because they want to, they use it because they have to.
Steam Awards is a bit janky sure, but to say that their inability to run pointless awards properly ruins the convenience and value that Steam brings to its users would be a gross overstatement.