Coke doesn't need to run a store INSIDE of Walmart. They need to be able to have their own store.
How hard is it for people to understand the PLATFORM (iOS/iPad OS) is not the STORE (AppStore), and that the restriction of only having the AppStore and only using App Store payments is what is the issue. You shouldn't even need a store.
Thank god they are fighting back now, I would go ballistic if Apple thought they could get away with bringing this eventually to the Mac
I believe the point of the store is to provide some sort of “sense of safety” to the user who is downloading the application. The idea being that if someone is testing the apps in some way, they are inherently more safe to download to your device than something you randomly come across on the internet, for examples sake. Open to interpretation, obviously.