how will people ever download the app on the phone?
We have a large amount of contacts with other well known developers, many of which are interested in distributing their content on our store. While we can't name names, we're sure there will be a large number of apps and games available at launch as we have written.
As far as pre-installation goes, many people download stores which aren't the default for various reasons. We also do plan on launching our store via various device manufacturers in the future, or even making our own devices. However what that will look like isn't yet solidified. Regardless, we are working hard to get our technology into the hands of as many developers and users as possible.