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Do you really think that the average person who pays in app by a non-Apple payment method is going to understand that Apple isn’t the company to contact given they have been for all this time?
App Store itself directs those people to 3rd parties in those cases.
What the app store says is irrelevant because people aren't going to get their credit card details stolen via a app on their iPhone and then go read up on the app store who to contact - they'll contact apple.
There are lots of people who make that assumption. These are also the most likely demographic to fall for a fake App Store scam.
That said, Apple have done a piss-poor job pruning their “Walled Garden”. If they really cared about user privacy, Facebook would have been banned multiple times for privacy violations.
When they could only pay via Apple's payment processor in-app this wasn't an issue. Now it is.