Building Multiple Apps for Distribution Advisory

Has anyone read the "Building Multiple Apps for Distribution and Validating Your Distribution Builds" advisory yet? Am I the only one who's jaw is dropping that they've changed the rules again?
See here's the thing... I've already released an iPhone application. What is going to happen if I submit an updated version of the application using a new distribution profile? Is that going to cause problems for my customers? In other words, is the upgrade process going to work for them? How do I know the answers to these questions?
Furthermore... the instructions reference "company name". What are individual developers supposed to do? My application was already rejected at least twice because I had "iPhone Distribution: Developer Name" in the Code Signing Identity field instead of just "iPhone Distribution". Now you're telling me this has changed? Could you just confirm that please, before I go through another week+ of submission ****?
And seriously, could we get a show of hands: What developer here thinks they'll never want to develop more than one application for the iPhone?
Sorry, but my mind is just boggling.

This gives rise to a few questions for me as well.
We currently have one application in the App Store (app 1) and is looking to launch a second (app 2).
App 1 is signed with a distribution provisioning (pp 1) created particularity for that app before the new guidelines and is in the App Store.
We have created a new distribution provisioning profile (pp 2) for a wildcard app ID as advised in the new guidelines. This will be used going forward.
Questions:
1. Will we need to rebuild the old App 1 signed with the new wildcard provisioning (pp 2) and resubmit it to iTunes Connect testing in order to get both apps running at the same time? Seems impractical.
2. Can app 2 be assigned any valid app-id (e.g. com.mycompany.newapp) created in the program portal in its info.plist file?
3. If there at a later stage is a new version of app 1 should it be built with the new profile (pp 2) instead of the one used originally for that app (pp 1)?
I can see in the program portal that the old pp 1 (non-wildcard) expires 10/02/2008 while the newly created pp 2 is valid way into 2009.
Looking forward to know the answers to these questions - as are a lot of developers who had titles for the App Store launch and is currently putting new ones out I would imagine.
Thanks.

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