By pervue I mean that Googles interest is in the OS. Whether a company creates its own market is part of the openess of OS itself. Google do provide some incentives to companies to stick to a compatibility standard but they give you the option and thats what makes android such a diverse (and at times difficult to program for) platform. The market was for the longest time truly awful (back in the early days) and even now its nothing to write home about and forced the creation of new markets. This is simply the evolution of that.
It's a simple fact of human nature that we want something unique and different from everyone else (while still staying one of the sheep of course) and the phone companies are simply providing that by Sense UI, touchwiz, watch or in this case a game.

As far as the market being a major source of revenue http://phandroid.com/2011/02/21/in-o...emarkable-862/

Its a drop in the google ocean.

However the market has the widest exposure for developers and any game creator is going to have to be seriously offset by the phone maker to stop them putting the app out to the world instead of a limited handset market. So I wouldn't be worried to much about this ruining the application/game market for the future.