Matthew maybe is right, App Store search is broken, iTunes Connect doesn't share the AppleID database and iTunes.. well is like our old grandparent who thinks that can do everything but barely stands up.
That being said, I don't think that it will be the usage. App Store is a candidate but for me this is going to power Apple Maps. Apple knows that Maps is a very important product, and it is the perfect tool (and people) to build in-house FourSquare like feature to improve map location data.
Time will tell who's right about this one.