12% eh from the old Amiga app store? Goodness gracious, how generous! (That really is so far out of touch it's not funny)
It's no wonder Apple's App Store has taken off and is inviting imitators left, right and centre.
Level playing field? Again, please see the Apple model. They give away the xcode dev suite, and charge $99 if you want to deploy to real iphones and distribute through the app store. Fields don't really come much more level than that.
@AlexH: why do you think this isn't real. It's even got the processor (Intel/AMD) defined!