OK, I get that most app publishers can't afford not to sell via the #AppStore and that #iThings are ubiquitous, and I support freer options everywhere (even for #Apple users)…
But, come on — this initiative sounds a lot like:
“Drat! We want people who, on their own volition, decided to go for an expensive, unaccountable, closed, locked system to be able to install and use our apps freely! Isn't that fair? I can has freedom?”.
Read that naïve section “our vision”. A vision is something novel. #FreeSoftware is 35+ years old. And there are open distribution platforms already. Reinventing the wheel.

https://appfairness.org/