Yeah, but nearly every app I've ever downloaded and/or bought I've found through Macupdate. Not that hard to find, and the app store for iphones etc. is a pretty rubbish way to try to search for apps, as you get swamped by the 35,000 that don't do what you want but have similar names.

Nearly all the app developers who sell through the current app store also have websites anyway to publicise their apps. I agree it costs to set up online stores, but it depends how many more copies they think they'll shift through the app store, and whether the loss of profit per copy through the app store is outweighed by the increase in sales.
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If it's brokenless, don't suffix it...