Comparison pricing:
I used to develop & sell software for PalmOS.
The IDE was $500, plus $150/year to upgrade.
The major reseller I used wanted 40%, for a lower percentage they'd shove you in the back of the bus. I had my own web store set up separately, but literally got zero (nil, nada) sales from it. Mobile users tend to shop at specific sites. Without their own reputation, the little guys have to lean on the reputation of resellers (i.e. it's credible b/c it's being sold by them).
30% off the top isn't great, but it also doesn't require hosting, fulfillment, or anything else. Just ship them a binary and they send you a check in the mail each month until people stop buying (or an ABI change breaks your binary). I don't know how refunds are handled (or allowed at all), or documentation or support either, really.
Still, any info on what we can put on our own devices? I'm not interested in going back into mobile space anytime soon, just looking for a phone I can hack on personally. The SDK here is nice, but I'm still leaning towards the new openmoko when it comes out.