Beautiful? It's a massive waste of space.
I can see the newspaper design can be useful on iPad, but Apps are not a freaking newspaper, especially on PHONE.
You must be the outlier... newspaper (or mini feed) designs are pretty standard on Mobile devices these days. Facebook, Instagram, Newspapers, dating apps, etc. have all adopted it. It's not designed to necessarily sell more apps though that will be an indirect side effect. This design is made to be a time-suck. They're all competing for your eyeballs and attention and the goal is to build a habit... Maybe you'll like scrolling through the tiles/pages to discover new apps, and if you end up doing this daily, you'll end up spending more than you are now, having given TOO much choices and left with choice paralysis.