Yes, I do see the issue with that and on a fair note, sad to see Apple resort to this. While the rules and the implementation has been dogmatic, there were companies who were very craftily bypassing the app store in app purchases to do all kinds of stuff.
Again, I am not justifying the way in which Apple did this, but I do not see how not letting competitors and app developers by pass the rules of the eco-system is getting corrupted.
A forced 30% cut of all subscriptions to the iDevices.