The missing layer in web app distribution

Lately I have been thinking a lot about how we distribute small apps.
Building them is faster than ever, especially with modern web tools. But getting people to actually use them still feels unnecessarily hard. App stores come with friction and constraints, and most discovery ends up being tied to platforms that were not designed for web native apps.
I started exploring the idea of treating the browser itself as the platform, not just a gateway.
In that context I put together a small experiment: https://unstore.io. The idea is simple. A place where apps run instantly, without installs, just using what the web already provides.
Still early, and I am not sure if this model really works at scale. I am especially unsure about things like discovery, ranking, and retention without the usual app store structures.
Curious how others here are thinking about distribution for web apps. Where are you getting users today?