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I'm not sure why this is only coming up now, it's been this way since day one. I do think this is the best way (making the developer the merchant) but perhaps it should be better communicated.
I compare that to the http referer sent by browsers, it's useful for developers, highly unknown from non-developers and it's not really good from a privacy standpoint. I don't really know where the line between helping developers and protecting privacy must be drawn but in doubt I've the weakness to always err on the side of privacy.
No way. There have been lots of posts elsewhere about users being abused by developers after leaving a bad rating or having their details sold.

I'll take Apple's implementation any day of the week.

I heard the microsoft mobile store works the same way? Like ebay? And what about Amazon, is their app store in any ways like their "seller central"?
This sheds somewhat different light on the reasons why paid apps aren't that popular in Play market. It's not only about users being (allegedly) reluctant to pay for their apps but also about developers wanting to spare themselves the headache of dealing with customers' data directly.
What gets me is that most of the comments here are <i>defending</i> Google for sending your information to developers; however if any other independent site/app took your information and sent it to a third party without your permission there would be uproars and articles in tech blogs, etc...

A bit of a double standard if you ask me...

This is shameful. But what's worst is Barry Schwartz defending Google and saying that his employer does the right thing by giving away personal information and turning a user into a customer.

Barry, the technologist, speaking like a salesperson.

So, is he suggesting that if I go to my local supermarket and I buy milk, Visa should give them my my personal details? Or if I go to the cinema, or a restaurant? Nonsense! What are these companies going to do with my personal details? Is the supermarket going to call me during the weekend to offer me more milk? Or is McDonalds going to call me while I make love to my beautiful wife to tell me about their latest promo?

Nonsense Barry, nonsense!

What Google is doing in wrong and what you are saying is dumb.