That is really fascinating. The guy seems to understanding marketing to a level to not try and place his products in retail shelves as people tend to judge based on looks rather than features.

I did spend one Sunday afternoon reading up reviews on apple app store. while there were some pretty interesting ideas, I saw one huge issue - the search on app store is unreliable. One, there could be an app implementing the said "idea" or "feature" but somehow not readily visible. Second, no way to really dig and learn about your competitors. Third, the same search might hurt the app chances.