And the businesses (Hollywood) with the content that Web users want have done that math and decided that DRM through plug-ins and native apps is an EXCELLENT system and they're happy to keep mandating it forever. If Plug-ins go away, as they're slowly but surely doing, then native apps will be the only place to get this content.
Hacker News types, myself included, will cringe at this truth, but most consumers don't give a shit about the Web. They care about the content the Web gives them. If the Web cannot give them the content they want, they'll get it elsewhere, probably from silo'd App Stores where things "just work."