really? You don't understand that the reason that crap in the app store is attributed to Apple is because it's Apple's app store? Their brand, run by them, with them accepting the money and earning a profit from it?
My point is that if Joe's App Store sold so-called unacceptable iPhone apps, it would be Joe's problem, not Apple's. It would unclog apple's app store and allow Apple's customers to find what they want. And peow who want apps that Apple has deemed inappropriate for sale in it's own store can go to Joe and get what they need. Everyone, including Apple, is better off.
The idea that Apple is somehow hurt because some iPhone is running an app that is insufficiently iPhone-ish is dumb. If the person bought it from Joe, he isn't going to hold it against Apple, and his iPhone isn't some sort of an ambassador representing apple in the world of smart phones.