If all you had previously was one choice and suddenly you had a few to several choices.
Then you look, analyze and make a decision.
Kind of a poor comparison.
Nice try. The question I posed was why would Apple go with a brand new app store with a zero demonstrated track record, potentially putting Apple's 1 billion customer's and Apple's reputation at risk.
Analyze what? Good intentions based on verbal assurances and unproven documents?
Similarly, would I engage a brand new home insurance carrier based on zero track record on paying catastrophy claims and rely on verbal assurances and good intentions. You might, and that's OK. I won't. I suspect Apple insures their properties with companies that have demonstrated track records as well.