Apple does offer something for smaller companies for which a 30% for payment handling might actually be a good deal.And this is why HTML5 versions of these types of apps are coming. At which point it will become more clear that Apple did not really offer anything.
It has been suggested in a number of places that Apple simply underestimated the cost of free apps (to them) and is now trying to claw back revenue where it can (first by allowing in-app purchasing for free apps, something Jobs said would never happen: 'Free apps stay free', then via iAds, then via this subscription service) while at the same time providing a service to its customers (who do not have to enter their creditcard for every in-app purchase or subscription anymore).
The contention only started when Apple made in-App purchases and subscriptions exclusive to their method.