[mvdtnz]

This is an idiotic way of breaking it down. How does the user even know Florb exists? They're already on the web at this stage. You're also being totally disingenuous with your break down. Why does the user have to "hunt and scroll" for the app on the PWA side but not the app store? Go ahead, search for "fastmail" on your Android app store and tell me what the first and most prominent result is.

And when I click "add to home" in my browser's menu I don't need to name the app. The app has a name. What are you talking about?

[neoberg]

They can hear it from a TV/radio ad, they can see it on a billboard, they can hear it from a friend. Exploring that an app exists doesn't happen only on the product website.