[dTal]

gov.uk is not neutral at all!

"The easiest way to apply is on the app"

"By applying on the UK ETA app you're more likely to: complete your application quicker; get a faster decision".

"You should apply online if: you cannot download the app on your phone; the person you are applying for is not with you"

All of these are things you see over the course of the THREE (!) pages between https://www.gov.uk/eta and the actual start of the online form, https://apply-for-an-eta.homeoffice.gov.uk/apply/electronic-...

It really gives you the runaround and makes it very clear than the non-app flow is a weird, second-tier option.