I'm also in the boat that thinks 30% just isn't that much. Look at an app like 1password ... I'm only assuming they'll be in there, but if they are they'll get pimped like crazy because it's a phenomenal app and a well respected name in the Mac community. I just don't see a scenario where they can't move many times the number of units they currently do, and really they don't need to move a whole lot more to make up the 30%.
What's great here is that if you don't agree with the practices or think apple is taking too big a share you don't need to use it. Go about your business in traditional methods and perhaps you'll fare better.
There are very reasonable questions that developers need answered and in my mind the biggest is how do you deal with demo periods? If a developer wants to give you the full fledged 100% product for a period of 15 days, will they be able to do that? I'm not sure a lite version would work quite as well.
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