Unfairly hard huh? Have a look at this and be sure to watch the video: http://techcrunch.com/2009/11/06/zynga-scamville-mark-pinkus...
As a user, of course you don't have to take it. Just don't buy what they're selling. There's no reason for outrage. Let them scam people dumber than you, and with that money maybe they'll develop something you like.
No, they cannot in all cases. But they can afford to not steal from their customers or direct them into a trap where they'll be stolen from on a recurring basis. It's not about the quality of the apps as the majority will be shite anyways, it's about the ethics of the people involved.