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This means shitty native apps, walled gardens and DRM.This was the case before ad-blocking was popular.
Native apps with spyware and malware were the norm before web apps became a viable way to ensure people couldn't copy software.
DRM was around before most people had internet access, for example, CSS on DVDs was introduced in 1996[1].
For a lot of people, their first introduction the internet was through a walled garden[1].
[1] https://en.wikipedia.org/wiki/Content_Scramble_System
[2] AOL's 'Walled Garden' (2000): https://www.wsj.com/articles/SB968104011203980910