Hobby game developer here - same thing applies. It doesn't matter how good the game you make is. If nobody knows that it exists, it won't sell, simple as that. And there are literally a few hundred games published EVERY DAY, so no you can't hope to be somehow discovered by accident or through the Steam (Epic, GOG, etc.) recommendation features. Well, not at scale. Maybe a few people will randomly find you, but without some marketing efforts, it's just that - a few.
Marketing, no matter how much we techies dislike it, is an essential part of any at-scale business. Customers need to know you exist. They need to know your product exists. They need to know your product can do something they would like.
There's a fine line between advertisement as manipulative exploitation and getting information to people interested in it. For a while, I had hopes that the Internet and search engines would solve that problem. Imagine if there were no advertisement. Anywhere. At all. But you had a magic machine on your desk or in your hands that, if you need something, can tell you where to get it. Need new dishes - here's all the shops selling dishes in the vicinity. Need a new computer - here's all the places you can look at computers and here's all the online shops who'll send them to you. Need a blowjob - here... well, you get the idea.
Unfortunately, it seems I massively underestimated how much advertisers like to keep their jobs, and the whole shit became even worse online.