Absolutely agree. My impression is that Threes tried to do just that with the cute names and faces on tiles as well as the music but it simply isn't in a game like this where the player simply isn't engaged in that way.
Games don't compete on concept, otherwise there would only be one RTS, or one FPS. Games compete on art, story, level design, and game mechanics, among other non-game specific components like marketing, distribution, and pricing.
Realistically, a concept alone is not sufficient.
I bought Threes, then moved to 2048 because while Threes had components like cute tiles, fun voices, and features like showing the next tile, it was still simply easier/quicker to open a new tab and play from there.
I found Michael Hartl's Ruby on Rails Tutorial (http://ruby.railstutorial.org/ruby-on-rails-tutorial-book#se...) to have a great walkthrough for the initial setup. I particularly like that it gets you up and running to Heroku before the end of the first chapter.
Compare the time a phone spends in an owner's hand vs the time a wallet does. Those that fancy the same tactile experience from their wallets usually go for money clips, or single pocket wallets.
To summarize: Ouya had promised developers that projects on Kickstarter raising over a certain amount would receive matching funding from Ouya. In the case of the game in question, "Elementary, My Dear Holmes!" raised a rather large amount of funds from a suspiciously small group, raising flags that these developers are funding themselves to get the matching funding.
What doesn't make sense to me is why KS is the one that is policing them, when Ouya is the one being ripped off.