Hooray, I called it! I was asking when they were going to do this a few months ago. It seems like a pretty obvious step, of course - they have that Mac Software link in the Apple menu in Finder, but it just links to a fairly boring website.
I'd be happy to analyze how awesome this site is http://www.apple.com/downloads/ if anyone wants to have an actual discussion rather than just anonymously show vague disapproval.