Also, the majority of users are going to search Google for the website they want, rather than enter a url directly. An app avoids exposing the user to competitor's ads.

Both major app stores have similar ads. I don't see the difference. Maybe they could provide a URL and QR code and go straight to the site without depending on third parties.

I've replaced my start menu with Open-Shell which is quite customisable... and doesn't need settings changed on a regular basis to opt-out of advertising!