And for those who don't need the help with payment, distribution, etc Apple is forcing them to take it. Do you think Amazon really needs Apple's help in processing or distributing any of their content? I'm pretty sure the WSJ has plenty of experience handling payments as well.

I paid several hundred dollars for my iPad, and for that price I'd like to do whatever I want with it and be able to take advantage of the greatest things people have built for it, not what Apple approves of being done. The issue I have is that Apple's feeling of entitlement inherently blocks out many incredible things from that iPad. E.g., I bought a bunch of books on the Kindle app so I could read them on any device. Apple could have done the same by getting off their asses and building iBooks for other devices, but they chose not to. And now that advantage of Kindle is gone because Apple wants to take every last dime from anyone doing anything on an iOS device? Many business models cannot survive having to give up 30% of revenues. It is a poor model.

Edit: I guess I wouldn't have an issue if there was an alternative way to get native stuff onto your device other than Apple's app store. But there isn't.