It doesn't really matter who is 'taking the cut'. The fact remains that Digital Distribution is often significantly more expensive than buying a retail boxed copy. Surely you can see this is bonkers? If there is profit in OcUK selling Borderlands 2 for £23.98, which there obviously is, then where is the extra £7 going for the digital copy, given its obvious that making the digital copy available should cost significantly less than shipping out physical stock?
Sadly it wont change because everyone blindly pays huge money for digital distribution. I don't, I buy the cheaper physical copies wherever possible but the sheer number of people who just click 'BUY' and whack it on the credit card with everything else mean that this sort of practice will continue.
Years and years ago it was billed as the main benefit of digital distribution. Download it direct to your PC! No box. No production facilities. No worldwide shipping. No staff behind the counter of thousands of shops. It'll obviously be cheaper. Yea, sure.
Digital Distribution is for the industry, not for you. It's there to allow the industry to increase profit through monopoly power and to control what happens to the products you buy after you've bought it. Including the ability to deny you access to your entire game collection - products you've purchased - for lots of reasons they devise themselves and they enforce themselves.
Convenience is the hook that gets the customer in. This is business when consumer protection laws dont get in the way.