That's if you view the store as a marketing tool, and hope that Apple will push your app for you. Oh the other hand, if you do your own marketing and use the a

That's if you view the store as a marketing tool, and hope that Apple will push your app for you. Oh the other hand, if you do your own marketing and use the app store as a distribution channel, you could probably do just as well (or better) as if your app wasn't in the store. Depends on whether the benefits of the store are worth the 30% cut they're keeping.