I think it's pretty clear where that trajectory is already headed. Proprietary Apps are not the web, and your adblock browser extensions are irrelevant when everything relevant is an App.
FTR this is not the future I want, it's just the future I see.
We need a new and better Mozilla analog to champion the web browser and push things forward to where the best way to develop the best Apps is the open Web. It's a huge problem when companies clearly vested in a closed-App walled-garden future dominate the browser market.
That's simply unsustainable long-term. It happens to work today that you can trivially block them at the network level, because they're still unsophisticated about how ads are delivered, in this still mixed open-Web-transitioning-to-closed-Apps world.
Long-term, ad-serving becomes more sophisticated, in-band, and indistinguishable from any other App data over an encrypted stream with the App vendor and/or walled-garden provider, or just bundled with the now-normalized constant App "updates" without the need for network access when displaying them at all.
You're on the losing side of an arms race when everything's closed.
Even if you prefer living in walled gardens, preserving the open Web escape hatch does a lot of heavy lifting in the checks and balances department. If it's entirely deprecated by society, the walled gardens will get exponentially worse with their increased leverage.
I'd like to mention, that I don't prefer closed gardens and out of principle don't use anything app only. My phone is for calls, the bath, and my bed. Plus the rare traveling.
We already have AR/VR (XR) being built into the current web (W3C webxr), and people building out Web based AR. Take a look at 8th Wall.
There will be a long transition period where webxr have the chance to shine and prevent the wall garden future of private apps.