Don't compare the process of going online and filling out a form to applying to an actual visa in a consulate
Going online and filling out a form is exactly how you get a visa for (e.g.) NZ:
* https://www.immigration.govt.nz/new-zealand-visas/preparing-...
$21 for the chance of filling out the ESTA with the exact same data I used the last time.
This ESTA, sorry ETIAS thing is simply a visa with another name, albeit maybe a 'visa-lite'.