It sounds to me like the point is that the market could be much larger if the transaction value were clear to consumers.

In the current app store, with the methods that consumers are used to spending money on their phones, for whatever reasons, it's not.

It's like when you'll easily spend $30 on drinks on a Friday night, but suffer a shitty note-taking system for years when you could have many of your problems fixed for $5 one time just because you don't know the possible transaction exists.