They are clever indeed. Look what they've just done: They've added an authentication/activation/anti-piracy system to (potentially) EVERY APP we buy.
And we're all happy about it!
That's why Aperture is $80 instead of $200. The version you get on the App store isn't resellable, it isn't installable on your friend's Mac, and it isn't going to end up on a torrent site (though I'm sure that all will come eventually once someone hacks the system). Apple doesn't have to build "lost revenue due to piracy/secondhand sales" into the cost of the software. Nor, of course, does it need to build in any physical costs of CDs, boxes, shipping, or warehouse and store inventory. They also don't need to build in the 30% revenue cut (when comparing the price with 3rd party apps).
Yet, the software CAN be installed on your own multiple computers. It doesn't need a serial number. It doesn't need to phone home. Minor updates will arrive automatically.
Software developers win because the software doesn't get pirated and it saves on media and distribution costs. We win because the software we want is cheaper and comes with realistic licensing options.
In short, it's software licensing done correctly.