Well then should Apple not have an app review team and not have anyone curating the store? IMO the App Store needs more curation not less. It's already tough to separate good apps from junk. I fear the same will be the case with watch faces.
Well first off, I think there are substantial differences in reviewing an app for functionality, and reviewing watch face for design. Secondly, Apple exercising too much control of what apps or watch faces get released is going to discourage developers, as well as limit the number of options for consumers. I would rather they let reviews and preview images/videos sort out the good from the bad.