I think it is a great analogy because it also points out the value of the "theme park" to the consumer: they feel safe with the vendors within it. In a lot of

I think it is a great analogy because it also points out the value of the "theme park" to the consumer: they feel safe with the vendors within it. In a lot of ways, that 30% is paying not just for Apple's e-commerce, but Apple's stamp of approval. My bet: Amazon and Apple will spend a lot of time posturing and then will suddenly go quiet. Amazon (and the other "big names", who don't benefit from Apple's name) will end up paying a smaller fee. Everyone else will pay their 30%. Also, you have to remember that the face value of "Apple$" is not 1:1. Around here (Australia) you can generally get iTunes cards at "20% off", which makes them a better mechanism for the consumer than paying by credit card, but which must be cutting into Apple's 30%.