What's the incentive to "stand out" though if there is no monetization? It seems to me if there is no motive beyond just publishing an ethical X, then if users

What's the incentive to "stand out" though if there is no monetization? It seems to me if there is no motive beyond just publishing an ethical X, then if users find it, they find it, and if they don't, they don't. And those looking for ethical apps (by your implied definition) will probably find it too; I've found a decent amount by filtering out apps with ads and IAP. Although TBF I use Aurora Store, and am unsure if the filter is available in the native Play Store app.