It seems that a new design patterns is becoming more popular in mobile apps. If you look at the latest release of the App Store they use a horizontal swipe pattern in order to navigate through various sections. The use case for this pattern is that you could cram a lot of similar content into a small area.
On a desktop device with a large screen this pattern could be translated into a scrollable and paginated area as seen on Amazon.
My intuition says that users will either overlook the pattern or find it cumbersome. I remember that Youtube had a (vertical) scrollable area with related videos, but when it was removed the click through rates increased because the users were able to see more at the same time. What is your experience with this design pattern? Does it work? Should it be avoided?