I think most people misunderstand the ASF. It is not meant to be the home for every software project. It is meant to be the home for projects that care about community and long term stewardship. By long term, I mean, more like 100 years than the next 10 months.
It has successful projects, and failures. Maybe it should be more vocal about the successes, but Apache isn't. The foundation isn't flashy. It isn't "hip". It shouldn't be. It's supposed to outlast the corporations we think about today as giants.
(I'm an ASF member)