[Spivak]

This is where I think the disconnect is. I see the entire iOS device as Apple's marketplace and so the housing analogy doesn't make sense to me. The app is your stall where you're allowed to sell things and conduct business.

I'm not saying it's low friction at all. Hell I would try to make my hypothetical market as high-friction as possible by having a prepaid high-cost membership fee, as many exclusives as I could find, and lots of benefits and services tied to it. This just seems like business.