The text discusses how traditional app stores are becoming obsolete due to changes in user behavior and the rise of deep integrations with services people already use. Companies like Uber are rewriting the rules by embedding their services within existing platforms, such as Citymapper, rather than relying on native apps for discovery. This approach is seen as a more effective way to reach users and drive growth, as it eliminates the need for expensive ad campaigns and provides a better user experience. The author argues that focusing on building systems that solve real-world problems, rather than just creating native mobile apps, is key to success in the modern market.