However, there is no "2nd citizen" app store. What Palm is doing is providing a link to your app that can be posted anywhere that will do exactly what JWZ wants: install the app on your phone when clicked. There is no charge for this link, and the app is not reviewed. Palm is simply hosting the app for you AND providing over-the-air updates for your app. What you don't get is the on-device distribution channel.
(Disclaimer: I work at Palm, but am not in developer relations. These are my opinions; I'm not privy to information on this topic outside of what you fine folks have.)