To me the DHF is more of a incubator program where money is provided to build a project but the project needs to become profitable on it's own or generate some profit itself so that the daily HBD ask from the DHF is reduced not always constantly going up.
I strongly AGREE with this... Everything that isn't a core blockchain development should be viewed as an "incubation" (or startup) program/help... After a while, apps should find a way to finance themselves... Also, it's not the same developing the app from zero, and maintaining it when it's created (of course, depends on the app, but still...)