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users can install new applications via the boxee App Box, the beginnings of our app store. unlike other app stores, boxee does not want to be a gate keeper (or bottleneck) in deciding which applications are published so anyone can become a publisher. publishers can each create a different “repository” of applications they host. to add an app from their repository, just add it to “my repositories” in boxee. for example, boxeehq publishes their applications using their own repository (””)

boxee blog » introducing the boxee API, April 2009

This is how Boxee thinks about their app store.