Yes he is an SEO guy, no that doesn't mean you don't have consent for content you are listing. Yes, Etsy is built on the back of SEO, as well as Pinterest and many others.
Apple absolutely has a monopoly on phone apps. You can either get an app on the Apple App Store or the Google Play store in practice. Both charge 30% fees for every dollar spent on digital products, that they did nothing to provide. They have absolute authority on what apps can and cannot be used on phones.
Not sure why everyone has rose colored glasses for Apple's hardware enforced software monopoly.