* Illusion of portability. Web apps need to be less of web sites and yet still appear as portable as phone apps. Commercial web site apps still feel like private gardens hoarding your private data. Seriously, is there is any real privacy benefit comparing Facebook versus the Apple App Store.
* Web apps tend to be shiny in appearance but heavy and clunky under the hood. We need to get away from this unnecessary abstraction layer framework bullshit. If you ask the developers about it you get back first person pronoun based answers like you are talking to autistic people or small children. This is a huge cause of complaint from everyone on the planet that isn’t a web developer.
* In the early days of the web the motto was “content is king”. This has not been true for a very long time, and yet the powers that be still try to force it. Most people just want better software, as in an application that accomplishes something more than saying something. This is what makes the app stores so dramatically better for most users, but web developers still haven’t gotten that memo.