I don't think they did a very good job on explaining how this is going to accomplish anything.
The goal here has to be put an end, or at least a major dent, into the freemium model. When people aren't willing to pony up a mere $1.99 for a game, let alone $9.99, what is going to convince them to pay $9.99 a month (guessing at the unannounced price) instead?
Apple has still done nothing to enable or encourage the simple strategy that used to sell games without issue: FREE. DEMO.
Let people download the full game and play the first level. Or better yet, give them early access to a demo before the game is even released. Once someone knows that the game is worth it, they will pay for it.