For a lot of reasons. First, if I'm spending time creating an app, it would be nice to know with 100% certainty that it will be accepted in the app store. Second, it's unfair if competitors don't have to run by the same set of rules. Third, because it's extremely confusing and could turn developers off from creating on their platform.

That is a very good question. Their rules, their interpretation. I could see that line of thought.

I guess it would help me as a consumer from the standpoint of any confusion. I don't develop IOS apps, so I can't speak to the fairness of the process. I am an IOS user and it would irritate me if an app I like, such as Southwest's, is pulled all of the sudden for a rule that wasn't enforced consistently.

They are competing against Android for developers.