Once someone is out in the market then that is pretty lame but the name squatting on iOS/iTunes sucks. You have 90-120 days to use a name but if you upload a binary/app build you can keep it for a long time. Games people play. If everyone was allowed to use the same names and the first out out gets it or has a trademark then we are back to fair. Google Play solves this by again letting the free market decide the best, allowing names to compete. Remember the two Tetris games on the 8-bit NES?