Actually, I think the entire software model needs to be peer-to-peer, no businesses or brands involved. I spent a considerable amount of time thinking about this and building a prototype of one solution that does immutable software deployments using the blockchain. This may elicit another "wat?" from you, but I assure you it's been vetted with peers and it appears to be a sound approach. That's not to say my hypotheses are correct, or all the software is done for this yet.

You may also want to check out IPFS and Sandstorm for other examples on this topic.