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I think there's a big one that you've missed and it's that most people are not like most people here. Believe it or not there are many people out there whose first instinct is to search their app store for what they want. They walk among us.
If I'm McDonald's, and a significant number of my customers search for me and instead get KFC and Burger King as top results with no McDonald's app in sight, it's seen as a marketing problem.