HTC knows how to make cool and popular phone designs. So naturally they want to have their very own App Store. The cloud-based site that they propose seems to be a HD Desire 2 exclusive one. It will be called htcsense.com and very soon you will see that name in adverts all over the place.
Future high-end phones will have support for this feature. We can never have too many apps after all. It will be interesting to see how it goes.