For people who would like nearly all 100% of the price they pay for an app to go to the developer, they can buy direct from the developer... as I've done many times when buying apps for my Mac. No problems. No consequences. Apple doesn't get 30% right off the top of those sales... but then again, Apple didn't code the app either. When possible, I'd rather the "starving artist" who actually makes the "art" to get the bulk of the money, instead of the thoroughly rich retailer who doesn't really need a first 30% of every sale to continue being thoroughly successful and rich.
For EU consumers, this gives them such choices. For the rest of us, one sole retailer controls 100% of all apps we can buy for OUR product... and is first in line at the profit slicing in each transaction... even ahead of the creator of the app themselves.