Working with Apple via the iTunes store is an absolute nightmare. Why on earth, as a developer, would I want to give Apple all the cards on the desktop, too?
Allegedly because you'd get access to iTunes customers. Many of whom already have their credit card on the account, which probably makes things easier for the customer and for you. Also because your competition will be there. In any case, I'm not saying this has to be a sweet deal for developers or that it would necessarily be a success.
