My personal comparison is between the HumbleBundle store and the HumbleBundle payments widget. The rake on the former, where HumbleBundle brings the customer?

My personal comparison is between the HumbleBundle store and the HumbleBundle payments widget. The rake on the former, where HumbleBundle brings the customer? 25% The rake on the latter, where the game dev embeds the widget on their own website & HB handles the payments infrastructure for them? 5% For App devs able to drive customer engagement directly themselves, Apple is effectively taking an extra ~20% of profit for themselves. Apple is treating every sale as if they were the ones delivering the customer. For $1 shovelware Apps this seems fair enough. For franchises where the Dev has an already established customer base through their own marketing efforts it seems completely egregious.