It's optional -- you don't have to enable it if you don't want it.

This is a good answer to those who were recently moaning that "anybody who hacks my google account can now push apps to my phone with out a confirmation!"

Quite frankly, I worry quite a bit less about hackers pushing malware to my phone than I do to people hacking into my e-mail.

I'm going to let this shake out for a while and then enable it.