In practice, I don't think the discovery aspect of app stores matters that much for anything but utility apps where you would search stuff like "docx viewer". It does matter for all kinds of apps when they feature something, and that's about it. Almost all developers have their own ways to drive traffic to their apps.
I mean, I've been making Android apps since 2011, and I think that the role of app stores themselves is vastly overrated too. They have their place and they're nice to have, sure, but it's silly that OS vendors are allowed to have their own ones and either demote or outright ban anything that doesn't go through them. The transition to "always-online" was supposed to be more empowering, not more limiting.
"But people would install malware..."
It's okay for new technology to require education before one can make use of it. It's about time we get over it and stop treating users like children.