Ok, suppose we have milions of plugins. How will the discovery be made and plugins (suppliers) ranked? If there is an ad-marketplace we'll end up with another

Ok, suppose we have milions of plugins. How will the discovery be made and plugins (suppliers) ranked? If there is an ad-marketplace we'll end up with another Google. If there isn't an ad-supported marketplace on what criteria one supplier of a USB cable been ranked higher than another one? (for products that are chosen on utility, not branding with more than one "direct" provider)?