Personally, I prefer Apple's gated approach to applications. I don't see the need for unfettered access. After all, it's no different than any grocery or retail store. The store chooses what they offer and you select among their choices -- or you go to a different store.
With the Mac, you CAN just go to a different store for apps without having to buy a different device or crack the device. With the iPhone, you're locked into just one store.
Apple "charges" for marketing and distribution. They would have to redo things if they let you get apps from anywhere. Think about it.
Apple does offer a lot of services built into the web store, but I really don't see redoing things a bit being an obstacle.
Also, I'm not convinced that just being in the store should be considered sufficient marketing. It's no more marketing than "if you build it, they will come".