Everyone did. It's why web apps are dead & buried, and native apps rule the world. Nobody talks about cool web experiences anymore. It's why we're all talking about the experience of viewing a search result instead of the experience of browsing the web.

Entire areas that started exclusively on the web are now dominated by native apps, like social.

The web only exists for long-tail, rarely used content. That's the actual area it occupies now. Google, with AMP, are optimizing for the usage the web has left. It's a realistic approach to the web.