There was a period of several months where seemingly every article about the app store included comments that the gold rush was over, piracy was rampant, it was

There was a period of several months where seemingly every article about the app store included comments that the gold rush was over, piracy was rampant, it was impossible to rise above the noise, etc. Why would they all point out the difficulty in getting attention, unless there was a real phenomenon wherein people expected that it would be easy? And how else can we interpret implicit assumptions that it would be easy (or at least easier than in other markets) or that the rewards would be great (or at least greater than in other markets)?