Allowing game creators to profit from their creations incentivizes game creation. I took that as a "given." (One might as well ask why Apple doesn't take a 100% cut from game sales.)
As for the HTML 5 game, that's a different matter entirely. The Apple App Store is human-curated, so I can reasonably expect curation to promote useful behavior. I cannot demand that from the web.
I didn't ask why the creators of Threes should be allowed to profit. I asked how giving them more money would help. That's a wildly different thing. As far as I understand it, the creators of Threes have made a decent chunk of money. The question is, why is this not enough to incentivize game creation, and how would blocking a great game like 2048 make things better?
Regarding the HTML5 game, I don't see how it's a different matter at all. My point is that you can access things beyond the App Store, and when it comes to small, casual games like this, HTML5 is a great platform. In fact, I wasn't even aware that there was a native version of 2048 on the App Store until I read this article. If you can't demand curation from the web, and if the web is a viable competitor in this space, then how can you demand curation in this space?
I'd also like to know how any restrictions are supposed to work, since 2048 was implemented as an HTML5 game that plays great on mobile.