I don't think you understand the concept of price fixing - The intent is that Apple is making the decision for the Publisher's by proposing an offer that isn't in the sense of "pros vs cons", but rather "right vs wrong". Of course most Publishers agreed because it was for the greater good of their company, and the only one hung up with the bad rep is their ring master.
"You can either join us, or we'll collectively squash you."
"You can either join us, or we'll collectively squash you."