In this particular case, this 'rule' is not new, its been part of the rules since the app store was created, so before you spew some bullshit about 'change', keep in mind the people doing this have ALWAYS been violating the app store agreement.
The only difference here is that Apple now has a method to detect it, so they can enforce the rule easier.
Why bother knowing what the rules are when you can just do whatever you want and have a free-for-all like the Windows world, because thats AWESOME!
I do it because it makes me money hand over fist and because the rules aren't really that bad and do a lot of good to protect my grandma and grandpa from themselves.
Not getting rejected or yanked from the app store is trivial, the rules are well known, the only time this shit makes it in the news is when some dumbfuck like you goes off and rants about how apple is horrible for changing the rules or some other bullshit that is completely untrue and just shows your ignorance of the subject being discussed.