It's not really standard and I think the comparisons don't quite work. In Airbnb's case, Apple's policy is comparable to forbidding hosts from offering extra services (not related to lodging) to users off-platform once they begin their stay. In Amazon's case, it's like if Amazon banned manufacturers from including coupons for future direct purchases in the product packaging. In Visa and Mastercard's case, it's like banning merchants from mentioning other payment methods at all.

I think it's abuse and I agree it should be forbidden as a class of behaviors. I would love to see Apple fined enough to deter anyone from trying what they did with Epic ever again.