Even ordinary users are beginning to understand this. My sister was upset at Amazon because the Kindle app on her iPod would not let her buy books directly. After she found out that Apple was demanding a 30% cut of those sales, she changed her mind. Now she's unhappy with Apple. I understand the impulse to look at however many millions of IOS devices and to immediately want to get into that market, but the long tail…
I don't like Apple philosophy in the slightest and don't own any apple gear (old ipods excepted), so I'm not a fan of theirs in the slightest. But this 30% thing is just a non-issue. They're a retailer providing content. 30% is a boringly normal number for the retailers cut.
If amazon wanted to share their profits with the retailer (like book publishers have to with brick and mortar stores) then those books would be available. If Apple allowed those purchases for free, then they don't get any benefit for providing the service.