The bigger picture here is that OS X Lion, which goes for $29.99, represents Apple's roll-your-own distribution via its Mac App Store. By cutting out the middleman and shrink wrap, Apple can cut the price, keep the profits (it's sharing revenue with itself) and distribute an OS efficiently.
In fact, this OS X experiment for Mac software is likely to have bigger implications for other companies such as Adobe. What will PhotoShop go for on the Mac App Store.
Apple's delivery could be bolstered a bit as servers struggled on the day, but it's hard to argue with the distribution model for Mac software.
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