how do the plan to unpiss off developers?
I really can't see devs running eagerly towards this after the Play disaster and it's jumbled mess of competing store fronts, near total lack of content and failed Play hardware. The subsequent Play ICS decision and cancelling any future Play devices has annoyed pretty much everyone.
Dealing with Sony Ericsson was a lot more palatable than dealing with Sony, Ericsson injected some sense and respect for both customers and developers. Something died when Sony took control.
Expect to see this struggle on largely ignored by Android users. Sony choose not to be competitive on price in their store(s), certification is only as good as the OS and device they happened to test on (their own ICS update demonstrates that) and they've made little pretence this is anything but a way to sell the same network services their other devices use. Hard to get excited.