Only select developers would be allowed in this special section according to the rumor. So, while any developer can price their game at whatever price they want, to be featured in this $19.99 section, it probably has to be approved by Apple. Essentially, this is a "featured" section.
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That's why I don't like it. It's good for Apple, because big developers can afford to shovel money at Apple for better "placement" in the App store. But the little guy can write a terrific app and have a hard time getting anyone to notice. The way it is now, it's more of a level playing field.