The Web as a distribution method has supported the downloading of native applications since forever. Instead of trying so hard to make it so that users don't need to install native applications, then I think that it would be much more optimal if development efforts instead went into making the native installation-process much more streamlined. For example, browsers could have some kind of functionality that makes it so that end-users do not need to choose the correct type of executable themselves (such as choosing between x86-windows7, x86-windows10, Linux, etc) and instead just click a single installation button.