Whats in it for the companies? Run afoul of Apple and get locked out(rejected or worse, approval gets delayed for months) of the tens of millions of potential c

Whats in it for the companies? Run afoul of Apple and get locked out(rejected or worse, approval gets delayed for months) of the tens of millions of potential customers? This has already happened for many apps. No one except very small companies are going to go this route, if any.