So how does the 'average developer' would like to market his applications anyway?
I think the key to AppStore is simply economy of scale. You tap into that, then you unleash a natural force that -everyone- can benefit from. The result is greater than the sum of its parts.
AppStore's commission is a flat 30% whereas Handango starts at 50% if your sales is below $250k. You only get the discount to make their commission at 30% on your sales above $1M.
AppStore's approximate number of users is probably in the 10M range. Considering they've sold above 40M devices (both iphone and touch). Handango, I'm not sure, but I'm guessing much lower than that judging by the unit prices.