Whilst I'm very much on the EU's side of this argument, the prospect of my 89 year-old father being able to download iPad apps from random websites terrifies me.
The walled-garden App Store was one of the reasons I got him an iPad in the first place.
In the current proposal even those apps would have to go through vetting of Apple, and apparently selecting them on a webpage would have the device show a summary-page with app-details fetched from an Apple server...
It's more like a solution engineered around the headline of allowing direct-downloads, in the end Apple is still heavily involved in the release-process of the app...
The walled-garden App Store was one of the reasons I got him an iPad in the first place.