It's not that big of a deal, let's not turn this into an "Apple is evil" discussion. Apple deals with this in their own apps (iBooks, for an example off the top of my head.) Every iPhone developer deals with it as well.
There does seem to be a difference in Apple's App store apps and the default system apps, which could be considered more analogous to a OS feature. The distinction is muddled since these OS features are accessed from the springboard, along with actual apps.
