> Ideally, I would assume the creators of the app would know their customers well enough to choose.

Having worked with many creators in many mediums, that's often not the case. In the case of apps, independent developers who don't have a marketing person can often benefit from even the surface-level presentational help Apple was providing.

Eh I mean we don't know what it was, but if it was something like the settings page or a screenshot with a lot of white-space I can see why it would be rejected, although it probably should be allowed at the developer's expense.