Correct. And yet, people are not doing it.
To be clear, I'm not one of the people who believes that software is going away or that UX is going away. I think those are both still very important. But I do think that a lot of legacy software can be replaced, and then we'll end up with a new level of software in the longer term.
Then the social proof moved to proprietary darknets, e.g. Facebook pages, which is easier - you don't have to learn anything.
I've seen no local small business care about its webpage, but I've seen a lot of them painfully struggle with crappy LOB smartphone apps.
I expect software and UX to only decline in quality.