Tell that to the millions of people who installed Fornite mobile outside of any app store.
Most people don't care where their software comes from at all.
The reason there are complaints about the app store is because both Apple and Google are capricious and inconsistent with their application of their rules, and have no problem pretending their strict rules need to be enforced, but then allow apps that break their rules with adware or spyware on their app stores.
this got me thinking. how is that handled by a democratic system of government? with an independent judiciary, of course. we need an independent, third party App Court! we need a powerful organization that can referee and literally force Google and Apple to put an app back in their stores.
The vast majority of users are perfectly fine with the Windows experience of dodging fake download button ads, unticking bundled McAfee installs, having no automatic update mechanism, etc (which is still more or less the default even on Win10).
They only start caring when they can't do something they want to do. They rarely think about the "how".
Ignoring the windows store, this is really more of a "let developers handle their own updates" situation. The vast majority of modern windows software updates itself directly or through a loader (steam, etc). Windows developers can easily tie into distribution services that offer update mechanisms. The default user experience is not 'no automatic updates.'
Most people I've talked to don't even realize you can allow apps to be sideloaded on android. Most people don't even really look at their settings menu other than to change backgrounds and stuff.
I mean, at least on the latest phone I bought, I had to go to the build number, tap on it a bunch of times to get to the developer options, scroll down through a bunch of options that likely look terrifying to the average user until I found the option allow apps from outside sources.
When I tell people they can do this, or I tell them about f-droid or show them things on there, they tend to be kind of shocked that you can do that and usually want me to teach them how.
I've noticed a lot of people for the most part are kind.of scared to really dig into their devices without being told it's ok, but as soon as they know it's not going to destroy everything, they usually start trying to dig deeper.
The easy walled garden approach I find really stops people from wanting to learn more about what their devices can do and gives kind of a false sense of security, there's plenty of garbage and unsafe stuff in app stores and honestly, I use almost as much diligence downloading from there as I do from random places on the internet. A lot of people don't read reviews or bother even looking at permissions before the get something from the store and end up filling their phones with garbage anyway.
Customers choose from the options that have been marketed at them.
What the "vast majority of customers want" is a lazy, pessimistic, terrible way to invent the future. Where's your imagination and ambition for the way things could be? Have you forgotten that we have choices far beyond just "what Apple and Google give us" and "nothing"?
Do you think we would even have Apple and Google if everyone had your "take what the market gives you and like it" attitude?
Android trivially lets you sideload apps downloaded from anywhere on the internet you wish. Apple not so much, but that's Apple.
The vast majority of customers want an app store with tighter controls, and both Google and Apple provide it. There are a hell of a lot more complaints about these app stores not being locked down enough than those in your camp saying that they don't want it locked down at all.