Having the power to create an app that a brand or media entity can control, update and change on the fly (that isn't beholden to another media entity) not only makes sense, but points us to a new day and age where brands can develop their own media.
Copying has long been what China does with Western stuff, but the Apple Store story seems to have touched a new nerve. Now, not only is the product being copied but the retail aesthetic and subsequent hype is, too. That's being perceived as a threat.
Imagine a media world where the consumer has unlimited access (for a fee) to any piece of content on any of the devices they choose. This is the true promise of streaming that should get the traditional broadcasters and publishers either extremely nervous or amazingly innovative.