It seems to me that making games for the iTunes App Store has become a "red ocean strategy." It's fiercely competitive, and there are now some monster sharks (e.g. King, Zynga). I don't like the sharks, but hey, they're sharks: they're doing what sharks do. Time to look for some blue ocean, I guess.
I get that they're responding to the incentives. Which is also fucked up. But I can hate the player and the game.