Or companies could just ask for code samples. A resume is just a summary of experience, not sure how programming challenges would show the person can maintain a working relationship in a company.
Post build and deployment, it's essentially free money you are making off the app. You don't have to deal with distribution, maintaining the network, or anything else really. Granted I would love more of it and apple makes a killing off of developers even if they don't deploy a successful app, but it's a whole new marketplace they created.