I am convinced it's a lot less about apps and a lot more about selling. Check out my latest Innopay post: not a complex app but it sells Hive. There doesn't need to be a "captain" and a "soldier" - no need for a hierarchical relationship as long as our interests are aligned: giving people reasons to buy Hive.
During Hivefest Starkerz insisted a lot on getting rid of the SELL pressure. Let's see what comes out of it. Personnally, I'm more focused on increasing the BUY side (I feel more comfortable there). But both efforts are worthy