If that were the legitimate reason, then they could accomplish the same goal by requiring all in-app purchases to have the option of going through them, rather than exclusively going through them. Then people who cared enough to pay the 30% Apple tax could have that protection, and the rest of us could save a lot of money.
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I agree that is a sensible compromise, like login. "If you support our competitors, you must support our implementation to benefit from placement in our index."