If wear the dude wanted was to have a phone with specific apps installed by default, he could do that. I don't know what he was thinking about having his own app store, though, unless he wanted control over what went in and what could be put on someone's phone. I can think of a few ways that a phone could be made more privacy centric, and in such a way that the developer mashes it easier for the user to achieve this, but this isn't it. This, as is noted, is a grift to fleece certain segments out of their money.