[xorcist]

The sales pitch is that you get to "own" the customer, in the sense that you have more control over the user experience. Fewer ad blockers, notifications to keep the user "engaged" etc. With more control over the device there is also the potential of easier support. There are plenty metrics collected so there is data to show that all these are true.

But all this is now inherent to the market. The few agencies who didn't offer apps went mostly out of business. So nobody needs to know why they want it anymore, it's just what is being offered and the world moves on.

The open web may prove to be a historical curiosity. Just like personal universal turing machines. The jury is still out, hopefully there will be a movement back in our lifetimes.