[chc]

I imagine it looks terrible because you missed the whole point. Apple doesn't care if you make cross-platform apps (eat McDonalds) — they just don't want them on their high-end mobile platform (their anniversary). They are perfectly happy to have them on Windows (their lunch break) or to have patrons who eat at McDonalds occasionally (have non-iPhone cross-platform apps).

Jobs' position is that cross-platform apps suck. Apple is mainly concerned that iPhone apps don't suck. If Windows apps suck, Jobs isn't going to cry too much.