This is just the simple aspect of simple economics. Throw your hand into a market that's saturated, you have to put a bit more effort into marketing to get your product noticed. Its the same everywhere, and not just in Digital land.
The day the Android gets half as many apps as the App Store, and they'll start to suffer the same thing. Even worse, when it can be from multiple sources. Where to look? How to sort it out?
It's why developers sometimes do much to request that people rate their games well so it's higher on the *noticed* list. Also why developers jump on the newer platform (like when iPad came out) early, just to get their foot in the door and be one of those developers with stuff while the market is still in low population.
The video game consoles may have a current easier time of getting your game noticed, but then again, they also have but only a small fraction of software on display for it. They also release very few titles at a time, and give users usually a whole week of the new being just your new title and perhaps another one.
It's just a different market, that's all. Steam is also similar, they don't just dump a bunch of things on you at once, they trickle them (though a bit faster).
Still, the App store is a bit different. And the state of the market has also become that way due to the demands of the Devs. They have a ton of them, and all of them want their app to release Now. They want the shortest wait time for their stuff to release. So the App Store ends up releasing a junk load of them at a time, and then more right afterwards. Unless you plan some Web marketing strategy, or perhaps post in some appropriate forums; you might get lost in the jumble. The consoles don't give in to that kind of pressure, and they only deal with *games*. The biggest thing is that if you have a game to release, it could be months or close to a year before it actually gets released on them. You are put on some queue for which you have to wait until the 20 or so releases before you get pushed out over months before yours enter the market.
This marketing stunt is just that. The dev obviously is lost on how the market works. Got very lucky on Android and didn't in the App Store.
Note: The App store can still do something to help, though. They need to increase the subdivision of categories, for quite a few of these apps. Not just in games, but everywhere. By now, especially by now, they should have a good grasp on the general subcategories/subgenres that litter their store, the least they could do is offer those as official category breakdowns. I mean, if the Folders feature can do it, that means they already have the metadata, why not use it in the App Store?
