10% does seem a bit high, but it is also unclear what the terms actually are. Google's system is pretty vague at the moment and seems much more varied than the

10% does seem a bit high, but it is also unclear what the terms actually are. Google's system is pretty vague at the moment and seems much more varied than the Apple plan to the point I can't imagine a straight 10% off the top is the deal. Of course, as far as regulators are concerned, the big difference is Google isn't railroading publishers into using it on Android or enforcing price matching.