Reminders App In iOS 5 Vs. 2Do, List Master & Things

iOS 5 preview was demoed recently at WWDC. It's being said that the new feature 'remineders' in iOS 5 is going to put already existing similar applications available in the app store in danger. The biggest reason for this is Apple's own reminders app is more powerful than any other app and will be made available for free. There won't be need to purchase the popular apps like 2D, Listmaster and things.

What's your take on this? iOS 5 is said to have over 200 new features and many of these features are currently available as commercial applications in the app store. If Apple offers them for free, what will these developers do?