I remember the first couple of times I visited Toronto as a tourist before moving here much later, and these outdoor malls of chain stores are alluring to tourists, and serve a important function for the downtown economy (all of the indie crowd need places to work too). People who don't know the city tend to gravitate to these kind of districts for their familiarity and central location. There is a kind of feeling of safety and familiarity. Also, tourist maps and hotel concierge often send people in those directions. I remember my mental map of Toronto when I was a tourist, and I felt somewhat out of bounds going North beyond Bloor, and west beyond Spadina. It is unfortuante because I like to think of myself as somewhat exploratory, but I think a lot of people spend time in these areas when they don't know the lay of the land.
Now as a resident, I rarely spend time in this area (Queen West between Spadina and John) because I have found the more interesting areas. I also know how long/far places are on foot.