And yet trivial little alternatives like idk maybe you ever heard of Steam did actually happen, or the entire Android ecosystem itself when there was already an immense Palm app ecosystem that was like desktop apps where you got apps all manner of ways from physical sd cards to web sites to various curated stores. Or idk Epic, over a single app. They are back on the traditional stores now only because they called everyone's bluff and were suceeding, so the old stores caved rather than be seen to lose to someone so much smaller and newer, even in a small way that was more appearance than material.
There is no such thing as unthinkable. It's all not only thinkable, it has all actually already happened before and multiple times.
If something seems unimaginable, that only says something about your imagination not the reality.