I think Apple has a big part of the blame to take. Somehow - I don't know how - they engineered a situation where the original apps were priced dirt cheap for the iPhone. 99c was the initial expectation, and companies were so keen to get in on the early app store action that they didn't care. Starting from there the industry has struggled to ever raise prices for apps to a reasonable level. No matter how much content there is in a game, no matter what the quality, the perception in the consumer mind is that a good app costs $1 - $2 and an exceptional app might charge $5, but nobody ever in their right mind would pay $20 for an app. We're now at the point where mobile games contain graphics at the same level of consoles from a year or two ago, and yet prices aren't moving. Entire office suites that might have been $50 - $100 struggle to fetch $10. It's not sustainable, has never been sustainable. The only question is how we're going to get out of the mess, and it looks like we're having to go through an IAP hell before consumers will start to be prepared to pay a premimium price to get an IAP-free experience.