>>Assuming that there is such a word as "incentivizing" (if there is, there shouldn't be), why are they doing that?
>>How does the company benefit when the customer uses the app rather than the browser?

IMHO it's Windows all over again. Creaky self-focused vendors too slow to respond as a newcomer eats their lunch by allowing customers to run stuff on the device. I agree that we silly customers don't realize we're replacing one shackle with another- but in fairness the Windows shackle was an absolute pleasure for a long time and while it chafes today, it didn't always. Maybe we underestimate people who extend their wrists to be shackled because the benefits are worth it? Many of us cheerfully paid the $ for a PC and OS at a time when it cost not a lot less than a car, but it simply was worth it.