If I check the popular games page on itch, I'm presented with a wall of horror interspersed with racy anime. My guess is itch.io can scare off consumers. A consumer I introduced to this site called the situation "sick".
https://itch.io/games/newest shows a variety of games, but that's not a good page for consumers. The front page is handpicked, so it attracts the general consumer.
I really wish that the front page would show more of a balance between game genres. It seems like a horror game site on one of the main pages, https://itch.io/games
It would be really nice if there could be more of a variety of games shown there. Maybe limit the number of horror games that can be shown at once and cycle between them when the page is refreshed. It's currently completely filled with horror and very little of any other category.
https://itch.io/games/top-sellers shows a variety, but Night of the Consumers is near the top. lol At least consumers will be in for an interesting ride when they get past the front page.