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The Verge
“So a user going to AmazonAppStore.com is treated exactly the same as I’ll-steal-your-info.com?” Yes, says Pichai.

“That’s right. We don’t distinguish between the URLs,” says Google’s CEO.

We’re talking about sideloading friction, which Epic argues (and Google admitted internally) kept a sideloaded version of Fortnite from being financially viable.