I'm not entirely sure that the developers are that happy either, but there's cash to be had.
Last I checked, you needed to pay an annual fee in order to produce apps for iPads, etc. And you have to compile them with XCode, etc. on a licenced Mac. There are ways around it but nothing really official and everything else is technically unsupported. You can end up with two codebases and project files because of that, but the developers still seem to suffer it.
There's a reason that people who make Flash websites for schools etc. often just say "Apple? No, sorry, we might have an app in a few year's time" and when it's time for it to come out, they've just converted the website to HTML5 instead.