I suppose you can't discover that which doesn't exist, but it sounds more like you're shorhorning an argument that doesn't fit. The App Store is a piece of shit for finding apps and this will only help that experience. You're free to advertise anywhere; users can still search for you exact app name, same as they always could.
Nobody was paying Apple 30% because that was cheaper than distributing yourself. They paid 30% because without paying that their app wouldn't get discovered, by design.
Now Apple has decided 30% only buys you the privilege of being able to pay more to be discovered.