Shock! Most of the developers we have are free software developers, and they write apps that are useful for typical Linux users. I doubt many of them care about helping people airbrush their selfies taken in Starbucks before they upload them into the botnet.
IMO, that's a plus for Sailfish, although I can see that it's at odds with the commercial success of the platform.
If Jolla wants apps that are good for "normal users", they will have to make it easy for proprietary developers to make money writing apps that interface with all of the proprietary services "normal users" love so much.