I agree wholeheartedly that AppExchange is a bit overwhelming to end user SMBs. While the concept of AppExchange is sound, the execution and presentation gets in the way of the sale and user adoption. Each app is individually branded by the provider in a way that results in "impression chaos".  BrainShark, DataScope, OpenAir, MindJet, eTrace, DreamTeam, etc. None of those brands say anything about what their app is or does. You are left with a forest of competing brands that makes finding what you need/want a challenge that offers no improvement over searching out on the general web. The extent of categories is also daunting, and I would suspect is fundamentally inhibiting. Confronting so many categories immediately begs the question "How do these applications work together, if at all?" With so much apparent "dis-integration" from a branding and presentation perspective, it is not suprising if browsers are put off by the general complexity of searching and reviewing available apps.