“if you're an app the idea that someone's going to see your product without prompting them first with an ad is insane no one goes to the app store and just browses around you go to amazon and you browse around you don't do that with the app store you only go to the app store after you've clicked an ad”

Nobody Browses the App Store — Brand Marketing Doesn't Work Without Direct-Response Follow-Up

Eric Seufert's rebuttal to the brand marketing escape hatch: app users do not proactively browse the App Store the way they browse Amazon or a grocery store. Brand advertising is only valid for apps if it elevates the click-through rate on a subsequent direct-response ad — it cannot substitute for it. The magical thinking that brand awareness will drive unprompted App Store visits is non-falsifiable and lethal to growth budgets.