It seems like someone in the BlackBerry Beta Zone team finally realized how convoluted the sideloading business was for end users. BlackBerry is currently sending out invites for a new Beta Zone for BlackBerry 10 app in the Beta Zone. Very meta of them. Once you get the invite you can sign up to get the Beta Zone app that allows you to download other Beta Zone apps directly to the device. That way you do not need a PC.
I am still not sure why BlackBerry cannot just put these apps in a Beta Zone section of BlackBerry World but I guess we cannot ask for that much usability. Until then head on over to the Beta Zone to see if you get the invite. Make sure your profile is updated with a BlackBerry 10 device to ensure you get the offer.
Check it out at www.blackberry.com/beta
Thanks Dan for sending this in and [email protected] for confirming it with the screenshot