TechCrunch wrote about it a couple weeks ago and since then we've been on a tear (thousands of signups representing tens of thousands in monthly revenue): http://techcrunch.com/2012/02/28/aso-app-store-optimization-...
App Store Optimization (ASO) is a big deal today, and is going to be a HUGE deal shortly. The growth of mobile is just too much, too fast for search not to become massively important. You can see Apple bet on this fact with its acquisition of Chomp recently.
Even more broadly, there are too many players in the mobile app ecosystem who are searching for ways to help app marketers get distribution through various paid means, but not enough (virtually none) who are searching for ways to help app marketers get distribution through organic (unpaid) means. Yet this is exactly where the vast majority of downloads come from.
We want to focus on the organic side of app distribution: search, rankings, social/sharing, earned media, web landing pages, etc. All things that help app marketers promote their apps without paying per download. Marketing channels that really scale. It's the SEO/social/viral channels for mobile.
Check out our product at: http://www.mobiledevhq.com/aso
And always feel free to email me with any questions, ever: iseff@appstorehq.com