Ask HN: Are iOS app store featured apps personalized to a user?

My first simple little word game - "Word Hookup" - got featured on the iOS app store homepage today, in the "New games We Love" category. My downloads shot up from 0 to a few hundred, which is how I realized this. I can see the featured listing on my phone and iPad. But my friends whom I asked to see it, don't see it at all. Is the featured apps listing dynamic, perhaps dependent upon my app purchase history? I always thought featured apps listing is the same for all users. Does anybody know about this or experience it?