But to negotiate that, you have to be able to threaten them with leaving. And there's no other way to get iPhone users, who are by far the biggest spenders. And if you're going to go this route of web-only transactions, you're going to have some user drop-off and missed sales, it's just a question of how much. Like, where does it make sense to switch. If its 30% drop off it doesn't matter either way. If its 15% or 5%, you'd better do it. If it's 70%, no way in hell should you do it. And I can guarantee you that every app business will have a different number for this, and it's nearly impossible to know what the drop off is before making the jump. So many are not willing to leave, and here we are. Netflix has a strong multi-platform use case already, so it's a natural move for them. Other apps may not fair so well. I think losing these larger companies is somewhat inevitable as long as the rates stay this high. We'll see Apple fight to retain them, but it would be a real surprise to see them booted from the platform over the switch, since they are still adding value. And can you imagine the backlash over the even less fair solution: Apple decides to negotiate special rates for these behemoths (just to keep them honest) while charging upstart developers the full rate! That would cause even more outrage than the 30%!