“There is one thing is like the download velocity. The more downloads you have the more you raise in the rankings in the search results. The chicken and eggs problem. If we're not in the top results... most of them they purchase App Store ads so in the end they are before us in the rankings they are purchasing ads but what's their profitability?”

ASO download-velocity is a flywheel competitors break by burning ad money

Organic ASO ranking is partly a function of download velocity, which creates a feedback loop competitors break by buying App Store ads. Public revenue tools (app figures) don't deduct ad spend — so the apps ranking above you may be running negative margins. Don't benchmark against ranking alone.