Because the competition is being done by throwing money at it... and not in the let's build a fantastic, quick and nice launcher with a world class user experience and amazing tools for developers...
But in the same way VC funding artificially lowers the costs/prices to the consumer until they've captured a market and then bam, time to pump them for all they've got.
I use it to just grab a game if it's free... and every time I realise they still haven't added dark mode to checkout to match the rest of the app, and get my retinas burnt by the sudden contrast flip.