This is really similar to a lot of the arguments I remember hearing (in my days gone by as a SEO) when Google would update their algorithm. Suddenly, a website that was a top result in the previous algorithm would become a 2nd page item, pretty much destroying a major portion of the traffic going to it. All the work done optimizing a site would become either obsolete or, at worst, a hindrance. So long as your business model depends on what a larger company does or doesn't do, this kind of action will be a danger to you. There's no real way of getting around this, and when you depend on something as large as Apple's App Marketplace, especially when basing your (for profit) product on an improvement the corporation you're attached to will likely make (available for free), this type situation is inevitable. While I feel for these guys, there's really not much that can be said other than this is just a part of business.