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http://itchio.tumblr.com/post/112709605589/introducing-open-revenue-sharing

itch.io is the first DD retailer to have open revenue sharing. Most DD retailers work on a 30/70 split (gOg, Steam, GG et al) with very few exemptions (Humble having a 75/15/10 or 90/10 split, for example). itch.io have now made it possible for developers to set their own split, with 90/10 being the default. However, they can set it to 100/0 if they so like, or 50/50... or anything else.

Interesting initiative.