I think they're trying to get $appname to bid high to ensure they're listed first instead of a competitor. Google Ads does this too on the search engine. I often query and see $companyname advertising for their name even when they are a large brand that is dominating the #1 spot. Problem with App Store adds is, apps don't typically have the ad budget and probably don't lose out too much if they do have name recognition. It really boils down to poor UX.