This makes sense. Another thing I noticed is that once an app is installed on your phone, it acts like an always present advert. In other words, apps are now th

This makes sense. Another thing I noticed is that once an app is installed on your phone, it acts like an always present advert. In other words, apps are now the equivalent of having an "icon on the desktop" in the old world. I really suspect that the reason they're doing this is not because discovery through the app is great, but because repeat purchases through the app is great. That would be a good reason to throw marketing money at "install our app and get this coupon" schemes.