They take 5% if the customer gets to your app via a direct link. But they take 15% if the customer gets to your app via their store. This actually aligns incen

They take 5% if the customer gets to your app via a direct link. But they take 15% if the customer gets to your app via their store. This actually aligns incentives really well. If the user came to you because of the marketing you directly did, you don't pay much more than if you had organised the sale directly on your website. But Microsoft is incentivised to attract people to buying apps through their shop experience directly, and if they do, they get rewarded for it. These are customers that you might not otherwise have attracted yourself, so it's not unreasonable to pay a higher amount for them. I think it's a really great model and I wish that other stores would adopt it.