Consider this: When facebook came on the scene and made it super easy for developers to publish apps, what happened? A bazillion people all the sudden jumped in and next thing you knew, within less than a year, there were 100K+ apps in the app store. That's because, it was easy to do so, too easy. And this leads to a ton of competition. Now, imagine for a second, it was much harder: let's say only a 100 engineers in the world knew how to do it, then there'd be far fewer apps in the app store and far fewer competition.