>> Whichever you do, you can't assume that someone else will take care of discovery on your behalf.

Why not? Isn't that the whole idea behind syndication? What about adding more information to filter apps on besides name, category and star rating?

I agree that marketing is a powerful tool, but from a developer point of view, I find the premise that you need to spend obscene amounts of money to be successful in the mobile app space, even if your app is of outstanding quality, quite depressing.