Somewhere in the article the author says, the consumer doesn't care if the developer is large or small. I would say it matters to me and most people i know, because most consumers especially when they are paying for something like to look for support and future possibility of growth for the app. I do always take a look at the developers site or their portfolio to understand if they have got what it takes to keep pushing updates and better features. if not then i would go with another app and pay for that if it fits my needs.
I suppose that could be true, but would you look up the developer before actually using the app for the first time?
way before using the app i look up the dev- thats before paying for the app. but i wouldn't be restraining myself from paying even if the dev is small time and hardly shows any promise - given that the app is being recommended by someone i know or got some good reviews from a blogger i admire.