It seems the default icon size when applications are created are defaulting to the max size (or something equal or higher than 110x110). This is making the Software Center icons look huge and then to ensure that everything looks the same, I have to manually update other applications to match the default 110x110 icon placeholder in Software Center. Having the ability to select what icon size is generated would be nice. e.g. 64x64 etc..
Shipped today in build 1.9.3
This behavior will be changed in build 1.9.3 due this week. If you define a custom image, we will retain the aspect ratio.
This would be great if you choose your icon size you want or allow you to upload the custom icon in Publishing Service and retain the icon size you upload rather than upscale to the default.