I think that 30% is well payed...
- No need to think about credit card fraud
- No need to think about secure certificates
- No need to think about server problems like downtimes
- No need to thing about creating a nice UI and description of How to use
- No credit card needed to buy as the user just need to fill up the iTunes password, so they can buy anywhere, everywhere
No need to spend a lot of time debugging and testing, the SDK is great and works like a charm if you just follow the documentation
And you can always add 5 dollars more to cover the 30% on what are you trying to sell.
Remember that if you have a lower price, you will have much more buyers and you can have much more profit that a few buyers with a higher price.