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Security and peace-of-mind, as the other commenter requested. Convenience - already having a credit card linked and ready to go.

Also who is to say the developer would charge less? Let's say, for example, a company called ezpay charges $1 per transaction. If an IAP costs $10, they make $7 off the user who buys via Apple, and $9 off the user that buys via ezpay API in the app. They could lower the ezpay price to $8 and still only make $7, but why bother?

Virtually no one is concerned with the security of card payments on non apple processors. They have been typing their card numbers in to stripe/paypal/etc for years.

Only the tiniest % of HN idealists will pay 30% extra to have it go through Apple.

A bunch of people here just mentioned they love the fact that the payment is handled by Apple for piece of mind. So I guess that would be why?

If competing payment methods were reasonably available then maybe Apple Pay would lower its fees.