I feel like this would be theoretically better for middleman publishers but much worse for non-technical end users. I have to change a setting then download an

I feel like this would be theoretically better for middleman publishers but much worse for non-technical end users. I have to change a setting then download an app and set up an Amazon account just so I can download another app? Too confusing. Also, the Amazon store has, as I recall, the interesting caveat of the prices all being set by Amazon in the first place. You don't even get to decide what your app is worth, which a lot of developers wouldn't care for I suspect.