Exactly. This is the part that I dont get about Apple apologists. If one really likes paying 30% extra to Apple for privacy/security (debatable, but whatever) nobody is stopping you.

But for every one of those, there are many who might want to transact with the business directly.

FWIW, I trust Spotify equally as Apple - so if I get a Spotify subscription, I'm more than happy to get a 30% discount and deal with Spotify directly. Heck, I can do that on my MacOS (another fine product the Cupertino company makes) but when it comes to iOS - OMG, virus, malware, user privacy!!