Nothing worked right. Bookmarks, search engines, command-line tools, user preferences for font size, user scripts, view source, right-click menus, ad blockers, auto-translations, user stylesheets, assistive tools, bookmarklets, deep links… you name it. The more conscientious developers tried to reinvent some of this stuff on top of their own system, but it never worked quite right.
One of the main strengths of the architecture of the WWW is that it isn’t merely a mechanism to ship executable code. It uses the Principle of Least Power, which ensures that you don’t have to execute code to understand what’s on the page. And a huge proportion of the utility of the web is derived from that principle.
https://www.w3.org/DesignIssues/Principles.html#PLP
If you only see the web as a way to ship no-install executables to people, you’re missing out on basically everything that makes the web what it is.