I think it's convoluted relative to a Smart Banner. Smart Banners give users a clear call to action, and they're not buried in a menu somewhere.
It's hard to make this point without linking to a screenshot, but the share menu is incredibly bloated. To get to the add to home screen button a user has to know it's in the share menu (which is just an unlabeled icon), and then scroll past the following menu items:
- An options button (which leads to another menu)
- Air Drop
- Share via text message (with several different contacts listed individually to share with)