There are a few things that seem to be missing/misleading from that story:
Android Market... err... Google Play Store isn't the only place to sell Android Apps. There are several others including Amazon and GetJar... and you can sell directly if you want.
The requirement to use Google Wallet for in-app purchases doesn't apply to "portable" content like music, eBooks, videos, or streaming subscriptions.
The article says, "
Developers using Google Wallet typically have to pay Google a 30 percent cut of revenue from purchases - higher than the cut taken by rival third-party payment services." This is misleading, mainly because it's an Apples-to-Oranges situation. It's like comparing Visa to Wal-Mart. Wal-Mart's gross margins are 26% but Visa only takes 3%.
Google Wallet itself is pretty much on-par with other payment processors. The 30% cut is specific to the Google Play Store. .. and even then,
it's not Google getting the cash: "
Developers will get 70% of the revenue from each purchase; the remaining amount goes to carriers and billing settlement fees—Google does not take a percentage."