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I have definitely heard of the AppUp store, likely from this site in fact.
However, I'm not really clear what the store actually does. I mean, Intel is not really a "platform". I might optimize a server application for an Intel processor, but I'm not really going to develop for an Intel App Store.
I mean, what about those servers running AMD procs or those that are simply virtualized processing units? What about all of those smart phones running ARM procs?
I'm not sure if this problem was a marketing issue or just a really bad idea.