The consumer doesn't care which method is used to serve an application. PWAs could easily be presented to the end user like a native App.

The problem is rather that PWAs would prove a viable path for universal cross-platform applications, taking away the gatekeeper role the OS-vendors have.

Paradoxically PWA-support is also part of the "we're no gatekeeper" narrative, so it's in the OS-vendor interest to keep it maintained as a hampered alternative to native apps.