What about Apple? Apple and Google completely control their app stores on their respective platforms. That means that reaching mobile users means dealing with

What about Apple? Apple and Google completely control their app stores on their respective platforms. That means that reaching mobile users means dealing with either both of those two, or (if you want to brave the PWA nightmare, especially on Apple), telco gatekeepers to send notifications to your users (note the new 10DLC requirements and massive fines/fees if you simply want to send SMS notifications to your users) These are absolutely trusts. They are cartels that control access to their networks. Not that G/FB controlling most of the ad space isn't concerning, but G/Apple are actually the ones that are the gatekeepers for any other apps that would present mobile ad alternatives. You want to do something new and interesting in the ad space -- or in any mobile space? Nope. You can't, unless both Google and Apple approve your app. Google and Apple are killing innovation through their arbitrary, capricious, and selectively enforced app store "guidelines", and their excessive tax on any purchase, regardless of the purpose.