That's fine - I don't care about the App Store and what it offers, I just want some way to give users access to my app. Now what? Apple says "Fall in line if you want to access to our platform", I say "Thanks, but I'm not interested, I just want users to access my app somehow", but they can't and that's the crux of it. There are many legitimate apps banned from the app store, and that would be fine if the user could still install them outside of the app store. Consider the analogy of the toll bridge: if you don't want to pay, that's ok, go around. But Apple doesn't leave any alternative, and then in your argument you're putting words into peoples mouths and claiming they wanted to cross the toll bridge all along and they don't have a right to free (both literally and as in freedom) travel.
> There is no expectation
The expectation comes down to the owner of the device being allowed to have control over something they purchased, which in extension gives app developers freedom to target these users. This includes both hardware (right to repair), and software. It's completely valid, and repair, specifically, has been in news headlines months prior.