Well you have to split that $10/month with all the other apps that the user accessed that month(on average). So it's quite likely that your somewhat successful app wouldn't even reach the 99 cents anymore let alone 99 cents per user.
Right - and now further imagine that your app is actually making decent money before the introduction of the subscription model (like Taylor Swift does off records). How pleased with this arrangement are you going to be? I'd posit not very.
It says it is limited to 500 apps so compared to 1.4m in the app store less people to spread the money around to. It also sounds like they removed the option of using the Android store from this quote "saying that consumers would get confused if there were two app stores — Google Play and a branded KDDI store". So there really isn't the option of their users going to a different system.
