“They're coming for the fees and staying for the flexibility in a way right it's the catalyst is sort of better attribution and lower cost transaction fees but they get here and they go wow I have all of this flexibility around me I can do different things I can experiment in different ways.”

Apps Come to Web for Lower Fees — They Stay for Billing Flexibility

Lucas summarizes a pattern he sees repeatedly: apps approach web payments as a cost optimization (saving ~25 percentage points in store fees), then discover that the real unlock is the ability to run paywall experiments, offer varied billing models, and build cancellation flows that are impossible in the App Store. The fee savings fund exploration; the flexibility builds the moat.