At the time, the Verizon/Qualcomm BREW platform had absurd levels of revenue sharing: Up to 90% (!!!) went to the carrier unless you were big enough to negotiate a specific deal.
2010: "Man, charging people money to install software on a feature-phone they bought is kinda fucked up. Both companies are in the wrong for doing that."
2025: "You don't appreciate how lower publishing fees foster competition, except when there's no fees at all, because that's too competitive for the OEM."
The 30% that Apple announced was a game changer.