> The web. Without scare walls or hidden "enable downloads" menu settings.

I'm not too sure about that, for non-technical users the warnings before installing an APK on Android are very likely a good thing. There's a lot of malware out there and, similar to running a downloaded Exe on Windows, you should at least explicitly confirm it's execution.

The warnings arent needed on the web, because it's vastly more secure, flexible, etc.. Steve Jobs even coined the PWA concept before going the fiefdom route