You can just issue new certificates one per year, and otherwise keep your personal root CA encrypted. If someone is into your system to the point they can get the key as you use it, there are bigger things to worry about than them impersonating your own services to you.
When a monopoly is faced with a smaller, more efficient competitor, they cut prices to keep people from switching, or buy the new competitor, make themselves more efficient, and increase profits.
When Steam was faced with smaller competition that charged lower prices, they did - nothing. They’re not the leader because of a trick, or clever marketing, but because they give both publishers and gamers a huge stack of things they want.