I like Varoufakis in general and I find this analogy interesting. However, his answer to this question was not satisfactory in my opinion, as many commercial arrangements including malls, are also based on percentages:

Q: A company like Apple might argue that instead of being a fiefdom, maybe the Apple App Store is more like a mall where companies have to rent their stores from whomever owns the building. How is technofeudalism different from the mall dynamic?

A: Well, hugely. Say you and I were going into partnership together with a fashion brand. We go to the shopping mall and we hire a shop, the rent is fixed. It is not proportional to our sales. The more money we make, the higher our price-to-rent margin. With the Apple Store, they get 30 percent of all sales. That’s not at all the same thing. That is the equivalent of the ground rent that the feudal lord used to extract from vassal capitalists.