The remainder of this letter broaches a reaction to your claim that "the web is moving towards a giant app store and we need to embrace it" and presents an invitation to additionally participate in the Web Philosophy Community Group.
In the context of digital documents, books and textbooks, when I hear app store, I think about concerns; concerns that the public may have. Concerns about syndicates, quasi-government organizations, nationalist agendas, and conspiracies reaching into the highest levels of government.
Some Americans have concerns that all but political scientists are underinformed about what some bureaucrats' agendas might be with regard to the Web, behind a facade of some telepersonable Democrats in the White House. The current administration presides over an almost Ford-era executive branch which includes new organizations forged on an anvil of fascism with a hammer of terror.
In the current political climate, in the present day United States of America, some allege that there exist various partisan, bipartisan and nonpartisan interest groups and lobbying organizations interested in the content of documents, books and textbooks, interested in information available to the public, information in the news, and information on the Web.
Americans have concerns about state participation in what some refer to as a ghastly molecule of information corporatism. For example, there are a few contentious topics pertaining to American history, social studies, and the years of the George W. Bush administration. Some such topics which were a part of a Texastbooks controversy (http://www.washingtonpost.com/wp-dyn/content/article/2010/03/17/AR2010031700560.html). Many Americans have opinions, including about a wider set of content-related topics, and a free marketplace, with a diverse set of products, and distributed, decentralized consumer processes, by elected and well-informed schoolboards, is how we do things in the United States of America.
Many Americans are still somewhat upset about when a syndicate tried to indicate that digital textbooks should be sold to schoolboards across the United States of America via a centralized app store model. Many Americans are somewhat upset about sponsored stories in places of socialization, free speech and assembly.