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I think it's mostly spamming: creating apps that are essentially the same but with different descriptions and keywords.
Lumen Spark has recently released (or at least I noticed it recently) several versions of their app Lumen Trails, with different icon colors and different descriptions, in different store categories. They say in the description that it's to allow people to have different icons to manage different things, or simply to choose their color. Hmmm. Most of them are priced at 2.69 € but it looks like at any given time, at least one of them is free. Strange policy.
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