Regular consumers increasingly use apps to do stuff instead of web browsers. They seem to prefer it this way.

And at least for connected devices at home, a dedicated app can have lower friction for initial setup for the "I'm not a computer person" crowd than other alternatives do.

(I know, I know. It's terrible. It even feels something like betrayal sometimes. But that's how it be, anyway -- and you and I are powerless to do anything about it.)