It's not false though? Games are a thing. In the sense of how systems run and how actors make decisions in it, not in terms of video games. Any change that makes it convenient to run a competing app store will almost certainly change the experience of using iOS, even for those who choose not to use an alternative app store.

If there's a way to allow easily & conveniently running one's own software without letting competing app stores work, I'm all for it. In fact there is a way to run your own software, it's just inconvenient, because time-limited so you have to re-install it periodically, which effectively kills any possibility of running a successful app store via that method.