Here is the thing that everyone who is saying “Who cares?” needs to remember. This has always been possible — Look at Samsung, they package and push their own apps and app store. However they also include Google Play, guess which one 90% of the people who use Samsung use? The problem is…the Samsung apps suck. They are just worse than the Google versions of the same thing, the Samsung app store is limited in selection and scope and works badly. So, we already have a fragmented development space in mobile, with Apple, Android (Google Style), Android (Amazon Style), all with multiple versions to be supported. The EU wants to add another what dozen or more stores with their own styles and support structure into this. Good luck with that. As a developer I would just say to h*ll with that and pick one or two big ones — say Apple and Amazon Style android. So what this has probably done is hand Amazon a huge victory.