Do I have to sell through the Apple Store?

Can I sell through my own store?
I undestand that from step 4 of the Single Edition Overview, I can export my published folio as a zip file.  Can I then use this zip file to sell my publications on my own website? 
Step 4: Create, Publish, and Export Your Folio Use the Folio Producer tools to create your folio. Preview your folio using the Adobe Content Viewer. When you finish your folio, use the Folio Producer Organizer on the web to publish the folio. Then export the published folio as a .zip file.
reference:
http://help.adobe.com/en_US/digitalpubsuite/using/WS67cb9e293e2f1f6032817afa1337a03d59b-7f ff.html

No, you cannot bypass the app store to sell your app.
Bob

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