I don't think it sets them up to do that at all.

The rules also block things like MatLab or Photoshop, which have their own licensing schemes and updaters and downloadable plugin systems.

All of which signals that this isn't some plan to lock down the desktop; when the rules exclude the VMWares and the Photoshops and the other Things-Lots-Of-People-Use, it's a good sign that the store isn't intended to be the only game in town for software acquisition.