Here’s why nine visible apps per page in a zoomed folder on iOS 7 makes sense: how many app mini-icons do you see when the folder is at its closed state on the springboard?
Nine. Nine tiny icons in a folder zooms in to nine larger icons in a larger folder by scale. That is consistency, folks; that is detail.
Awkward on an iPad screen? Not necessarily. I hate when my eyes are overloaded, and sometimes I get lost looking for a single icon (praise to Spotlight).
Less is more. Apple nailed this feature, I believe.