Marco Arment:

While a good search-ad system could benefit the App Store, customers, and many of us, nothing in Apple’s track record suggests that they’re willing or able to do this well.

But a bad search-ad system, on top of bad search, will only further damage the App Store, funnel more of our already slim margins back into Apple like a massive regressive tax, and erode customers’ confidence in installing new apps.

I’ll be honest: I can’t imagine a scenario where this would go well.