i like to compare this to linux distributions. the package repositories are curated by a large group of volunteers. i don't se why a company like microsoft would not replicate that.

in particular it could disallow multiple apps with similar names and an online search for the app name should reveal the correct page the first hit.

You cannot pay anyone enough to get on the debian stable repository. Microsoft would have to pay it's curators. They'd pay less than what they should to stave off corruption.

Microsoft already does that model with Xbox.