This reminds me of a part I didn't mention in the article - they initially actually set up a second company called "Shady Apps" with a separate Developer account from which they upload the "people will buy anything for 99p" apps, on the basis that they would keep the "App Start" one clean for just the better quality ones.

One day Alex showed me a bunch of such apps they'd made - the "orgasm button" was one I can recall...