This particular tactic worked on Facebook because ratings of spaminness and blocking happened on a per-app basis. You could take a spammy app, reskin it 1,000 ways, and release them in to the wild seperately. If a user blocked "Diwali gifts" app they still get messages from "Christmas gifts" app. It's essentially a hack to workaround the way Facebook's app ecosystem was designed at the time.
He has two really important points, whether he knows it or not -
* There is a powerful long-tail search of apps in the App Store
* Users will be more likely to click and download an app that is more targeted at their search intent
Both of these are really hard to leverage with a single app right now in the App Store. Apple WILL shut you down if you create 10,000 shallow copies of your app, so that isn't an option.