content: Eventually the pure win 32.exe's won't ship.with the OS, the appx packages will. For that to happen they have to be in the store.  The store is a delivery mechanism. They are delivering a win 32 application, In an easier to maintain appx package. Store don't s not automatically mean universal. If they compiled them for WoA (not RT, that's different, and dead) then they could work on phones, some might get the hooks for continuum even.