As mentioned, the app stores' UI could definitely help in getting rid of the dirty phishing app feeling.
I do believe though that the enlongated names in this scenario is probably to help newbies to find a new app that they didn't know of.
Slightly different from the enlogated book substitles scenario as the books are competing on Google's entire database of books, linkes, articles, etc. versus the apps are mostly only competing with other apps on their app stores.