Most of my clients bypass google and still use traditional advertising. This is the country town wsy it it still works
Bypassing the app store is the same as bypassing paypal........ its logical people will be inventing systems to achieve this. Eg uber. Airbnb in there industries. Once a brand reaches critical mass it can escape the Google cost
Which leads us back into a potentially healthy market of brandable .com.au's and even emd's imo
Tim