The clause of being able to promote apps that are made by the same publisher will have a very significant impact on the industry and could even lead to more consolidation and a significant disadvantage for independent developers. In fact, I think this could lead to a business opportunity for publishing as a service whereby a developer can host their app with a partner and get paid based on the number of ads clicked, impressions, etc.

Overall, an unfriendly move for developers. I think it might be time to buy some Zynga ;-).