Industry standard for digital storefronts is 30%. Steam, for example, might take more than that.

It's the same on App Store and Play Store. So, why so shocked?

Here are some cases where it might help: - Updates: it makes it easier for your customers to get updates for your app - Visibility: being a popular app in the store increases your chances of your app being recommended to - other users through the "Picks for you" or "Popular apps" categories on the store - Let's say you have a new feature to your new app and want to roll the update only to a few of your customers before releasing it to everyone. Windows store makes hat easier for you. - Notifications - Analytics/Crashes/Hangs are easily visible in your Dev Center - Easily distributing your app in multiple languages As stated, the downside is that 30% of the acquisitions made through your app go to Microsoft