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It makes sense. The feature has to do with money, and it's impolite to discuss money. But especially in these times, money is extremely important. The iPhone is the hottest tech on the planet not just because it's cool and innovative, but because it is selling. And the App Store has turned the iPhone into the hottest marketplace because people are buying apps.

Like it or not, the financial side of the picture is critical for the future of the iPhone OS. If developers can't make money on the platform, they won't create apps, and without apps, the platform will die.

That's why I'm amazed no one is talking more about in-app purchasing. This is incredibly exciting and -- I will say it -- revolutionary.