Soo, it looks like the store is kind of advanced app review directory where instead of urls you click on shortcuts which smartly translate the url into an icon + metadata inside the browser, i.e. "install" the app, and if need be charge you for that.

Seems like a problem will be with having to pay for something which you can get for free by just going to the web site directly. If on the other hand developers don't allow direct access to the apps via normal urls, then obviously the competitors will do.

So, the store will be filled with loads of free apps, promoting paying versions. That's probably how its best to be used.