Heres the problem with marketing: Say, I am a really big software company and release an app for my biggest video hosting platform anyone knows: "youtube". Everyone knows the exact name of the application, goes to the store, enters "youtube". And guess whats first? Not "Youtube", but "Video Downloader Super Lite".
What use is good marketing if it is so hard to find things by _exact name_ on the store where you market it for? That basically means that any competitor can beat you by just including terms for your product in his description. The card interface makes this even worse, because with the old interface, "Youtube" would at least be on the front page, but now it is not.