It seems like an attempt to convert developers from Play to Amazon Appstore. The $10M seed money will encourage a land rush (or at least they hope). If it does

It seems like an attempt to convert developers from Play to Amazon Appstore. The $10M seed money will encourage a land rush (or at least they hope). If it doesn't work out it will be easy enough to phase out the program by converting bought coins back to a store-credit.