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The store runs on a big-a*s data center. There is a certification process for the store apps and this requires people. This datacenter and those people costs loads of money. It needs to be paid for some way or the other.
Consider the analogy of an actual physical store instead of a digital one. Would you, as a product manufacturer, be able to sell your stuff in some store and get 100% of the money it goes for at that store?
Off course not. In fact, that physical store will keep a LOT more then 30%.
Now, consider software in a physical store. If your piece of software costs 50 bucks at the store, how much of that 50 bucks will YOU, as the manufacturer, actually get? Far less then 70%, I can guarantee that. Now also consider that you will have additional costs in that scenario as well: boxing, cd burning, cd labels, transport, etc.... So, really, 30% is not bad at all. In fact, I'ld dare to say to you wouldn't be able to do it otherwise and do better!
Having said that, the 30% drops to 20% once your app hit the $25k mark in revenue.