That theory seems likely to me. There's a large amount of architecture-and-effort debt built up as a result of it though: duplicate feature implementations, re

That theory seems likely to me. There's a large amount of architecture-and-effort debt built up as a result of it though: duplicate feature implementations, redundant app build and deployment infrastructure, silo'd marketing channels, end-user experience inconsistencies.. the list goes on. Would there be a way to make applications always-available to users (achieving that goal of reduced friction) at a web address without resorting to this strange attempt to end-run around the browser?