Is this iTunes app spam or smart marketing?

Check out the utility section of the app store. Some guy created dozens of different “Call so and so” apps. They all do the same thing but have different names. Now he has the whole first page of the utilities section and half the second one.

(Here's a screenshot that I took: http://www.flickr.com/photos/andrew-warner/3154443184/)

What do you think? Is iTunes allowing itself to be spammed? Or is this a useful set of apps that are smartly marketed?