Microsoft’s app store was designed by engineers

First off, ugly is in the eye of the beholder. I don't find it ugly, I find it nice and original.

Secondly, the idea isn't to push as many apps as you can in one space. That just leads to the paradox of choice. A smaller selection on the screen which is readable and not overwhelming can be quite effective.

I agree that a search box should maybe be present, but I disagree with most of this article.