42M for the equivalent of a flash game? There's no bubble here, move along.
The problem with launching these apps is the amount of noise you need to break through in the app store to differentiate a product. People will probably start following brands instead of titles when searching for new content. This is already the case with other platforms, such as Zynga (Facebook), and EA (desktop, consoles). In that sense, the brand could become entrenched and very valuable.
There is no brand leader in mobile applications, yet.
I'm not sure why people think there is any particularly high amount of noise to break through in the app store. If you write a book and get your local bookstore to carry it, there is almost no chance you are going to sell a lot of copies just by putting it on the shelf. The same would apply to records or PC software if people actually bought either of those.
If you don't have people coming to the app store specifically to buy your app, you aren't going to sell very many copies. That isn't a grim reality of the app store, it's a grim reality of selling anything anywhere.
In addition to working on everything from plush toys to movies around Angry Bird brand, Rovio is also already executing their platform strategy with in-app operator payments and the Might Eagle cross-app virtual good.