I'm a consumer too and I despise having 20 different logins for each vendor to extract data from and the resulting increased exposure to identity theft. I'm grateful for Steam's dominance in the gaming space, my Playstation Sony account was hacked and was a nightmare cleaning up. It is not my job to care about developer margins, all the apps I care about are able to stay in business regardless of Apple's fees and if they cannot then they should charge more. I also dread the idea of having to spend time cleaning spammy "Patriot.Eagle App Store" from my elderly parent's devices if the walled garden is fully removed in the future, I know that shit is coming.