That's probably part of the plan. If they had started at 15% there would be the same complaints. They would have to back it down to 10% to appease people. If they start at 30% they can back it down to 15% as a public act of concession. It would not surprise me at all if they selling this to major players as an opportunity to raise their prices and make more money for themselves in the process. If Apple wants 15% prices will go up 20%
I've already upvoted you, but it didn't feel like it's enough... because the same I did with the person that, a couple weeks ago, predicted that Apple would require prices inside and outside of App Store to be the same.