It made sense in the early days, phone operators were charging up to 90% for the infrastucture to send an SMS, and get a download link to a J2ME/Windows CE/Pocket PC/Symbian/Palm/Blackberry download link to install the app.

So everyone raced to the iOS app store, it was only 30%, what a great deal!

The problem is that two decades later it is no longer that great deal in mobile duopoly world.