According to a story at 
PocketGamer.biz citing an interview with Apple VP Greg 
Joswiak in 
EDGE it appears that Apple believes that a free market with a customer rating system will allow "the cream to rise to the top" in the clutter of 1500+ games currently in the 
iTunes App Store.  
Joswiak also believes that they current system creates a healthier developer environment by virtue of not favoring larger, more established players.
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