I dont think they are challenging app store and play store by this concept. Apple and google play store are doing well with what they have right now. The one unique advantage they have in Yappadappadoo that I see is that some of their applications will be fine working in older version of our phone or tablet like in the 3g for instance which is the opposite in  app le store. In apple store, you have to upgrade your device to the latest version for you to be able to catch up with the applications they have.