But this is nothing new. Apple has always insisted that all in-app purchases are handled by iTunes. That is why you can't purchase Kindle books in-app. Instead you have to click through to the Amazon website, to make your purchase outside the app.
This confusion hasn't stopped the story getting picked up by AppleInsider, MacRumors, 9to5Mac and TecCrunch, sending a chilling shockwave of FUD across the interwebs.
Update: All Things Digital have received some clarification from Apple on the subject. As I understand Apple's terms, Kindle may be exempt from this requirement, because when you purchase a Kindle book, you purchase it to read on multiple platforms - you're not just purchasing content for iOS.