why would a developer sell their program in a mac app store (in which apple keeps 30% of the profits AND you'd have to register with Apple for $$ and go through an app approval process) when they could sell it on their own and retain all the profits? Let's assume the mac app store is great publicity. If I were a developer, I'd put my app in the store to gain publicity, but also sell it on my own website for 10% cheaper. That way, they'd make 20% more and the customer would save 10%. But then Apple is losing all this profit. It'd be much better for Apple if we couldn't download apps outside of the App Store, like with the iPhone. ...Eventual end of the 'open' mac computer.