In the pre-Apple days, mobile app makers on J2ME, BREW, Symbian etc had to give up to 70 percent to marketplaces and spend potentially up to 50 thousand dollars or more to code sign each app across multiple device types. $99 for code signing all the individual developers apps across all devices and publishing it was unheard of at the time and truly shocking compared to the old paradigm. Goolge then made it free and only later charged $25.