It's rough, because when you do have direct match searches come in first, you get apps trying to name themselves directly after the search. FLASHLIGHT PRO GAM

It's rough, because when you do have direct match searches come in first, you get apps trying to name themselves directly after the search. FLASHLIGHT PRO GAMES: The best card game ever. FOO: The Barrest blah blah. Doing it this way discourages SEO-naming. I don't know if that's why Apple does it this way, but it's a nice side effect