The article mentions that they've been on iOS for almost eight years, so they must have been in the App Store at the very start. I imagine that helps to build a relationship.

That also makes their advice on this point rather difficult to apply. It's sort of like this marketing advice:

"It can be really helpful if the New York Times writes a two-pager about you. You should call up your contact on the editorial team in advance and tell them about what you're doing, so the story will be ready on launch day."