I don’t really think the desire for more data holds up as the primary motivation for companies wanting apps. To be clear I also hate being forced to use apps, but every metric I have seen shows app users are more engaged, make more purchases and have better retention then website users, I don’t remember specifically but it was always significant like 3x, and yes they want push notifications and those direct channels to customer on their devices. Apps are sandboxed and generally pretty privacy focused if you just tap no when they ask you for your first born. Contacts? You need explicit permission. Photos on device? You need explicit permission. Local networking? Explicit permission. Push notifications? Explicit permission. Cross site tracking? Explicit permission (although that is more recent and i am sure bad actors find ways around it).