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Why Doesn't square open up development for third party developers?

P.O.S. systems similar to square, such as shopify, allow third party developers for nearly every feature under the sun. Such as gift card programs, inventory tracking, marketing & emails, loyalty programs, website sales, etc. Square seems to come at it with a very "apple-esque" approach. Can you think of ways that being open to third party developers would benefit square point of sale and the merchants that choose to use them?

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Super Seller

Here's a list of 3rd party developers that play well with Square. I'm curious if this is what you were talking about, or if I missed something. 

Squareup 3rd party apps

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