I can totally relate to some of this. If you take a look at Meeker's 2016 Internet trends report that came out last week, you will see that 3 apps dominate 80% of the usage on phones. I decided when I started my food side project a year back, that I was not going to do a native app. I have been trying to make the front end look better, but I did not want to use very heavy frameworks, so I settled on using the SASS mi…
sass+bourbon.io (or similar combos like sass+compass) can help a TON with keep front-end dev costs down. Some apps do benefit a lot being native, but as others point out you throw in the middleman app-store model instead of just dealing with the browser, and keeping your UI simple, clean, efficient and of-course usable.
Really the problem with mobile web seems to be JavaScript.