Everyone clamoring "ads don't improve the in-app experience" are looking at the wrong user. Obviously Apple has no grounds to charge Facebook when a user sees a

Everyone clamoring "ads don't improve the in-app experience" are looking at the wrong user. Obviously Apple has no grounds to charge Facebook when a user sees an ad and/or clicks on it. Instead you need to look at the person spending the money, which is the marketer. Facebook clearly saw an opportunity to improve marketers' experiences in the app by allowing them to make ad buys from within the app. A marketer could certainly log on to their desktop and create an ad buy there, but their experience on the Facebook app is improved by being able to buy ads while on the couch or travelling. Facebook is improving their in-app experience by offering something for sale in the app. How does that not warrant a 30% cut to Apple?