As an indie developer, this excites me. Sure, I can understand how the big guys might see it differently, but now I don't have to build an entire distribution network should I decide I'd like to develop subscription based content.

I read many digital PDF's (like Hacker Monthly) and though I enjoy downloading and reading the PDF on my iMac, I would be delighted to pay 99 cents to have each issue delivered to my iPad on a monthly basis.

And as a developer, it's added value.