The claim for the Apple marketplace was that it would be a better place, a well-tended garden. Better for consumers, better for vendors, and worth Apple taking a large slice of profits. So I think it's reasonable that developers are surprised.
Less choice when all the independents die out, inferior products because unoriginality isn't punished, confusion over product differentiation leading to undesired purchases ... the consumer is getting screwed right, left, and center.
