Re: Web Apps?
You seem to want to have your cake and eat it.
The distinction between apps and websites on smartphones has always been blurred (IOS initially only support XML widgets since then they've nearly always used some kind of HTMLView) and has become so more recently as developers try and pool resources and use a single codebase.
I am no fan of the SPA (single-page app) craze, which has been shown to be difficult to maintain and poor for SEO but I don't see what's wrong with the PWA approach: visit a website and "install" it. No need for stores, just services. As for ads: what better that using the tools provided by the browsers to block them?