It looks like Google has added a new feature to the Play Store on devices that will recommend apps to users based on personalized criteria. In a new section, you can find apps that have been +1'd by your friends, apps that are popular in your area, and even apps that are "popular with similar users" based on some undisclosed criteria.
The feature mirrors a similar recommendation feature that's been live on the web version of the Play Store for at least a month now. Still, it's even handier on mobile. Also, you can flag an app as uninteresting to you by clicking on the little cross-out icon on the side. Presumably, Google will use this data to personalize results even further. So, does it show you any new apps you didn't know about before?