Re: On to F-Droid
"Why not just host packages on your own sales page (or, if open-source, github) like... well, proper modern software?"
Most F-Droid applications are on Github. Their source is available from the publisher and cached by F-Droid. So they're already doing that. They use F-Droid rather than just hosting APKs because F-Droid means people can get updates in a more organized manner than trying to have an app update itself or just hoping users go install them by downloading a new APK. It also makes apps easier to find, since you can search a catalog of all the things people built with the users' interests in mind. Why not use that if it's already there?