As I understand, RIM's gonna do all the fulfillment & billing for you in the app store? This is the SDK for an unreleased product? On a new, unreleased OS? On a different architecture than your dev machine? Yeah, it may require some paperwork, and the SDK & dev docs might not be where all their developers' attention currently is.
Actually, the 10 app limit impressed me. I don't want my apps as #13 in middle of 25 variations of the same app from another developer. $20 a product just isn't expensive.
Also, why do you have to use VMWare fusion if it's an ISO? Couldn't you use any of its competitors if it's not in a proprietary file format?
Finally, as for all the 'cryptic commands'... write a shell script. ( http://tldp.org/LDP/abs/html/ )
If you want a button, write an applescript app that shows a button & runs the shell script. ( http://www.mactech.com/articles/mactech/Vol.21/21.04/IntroTo... )