Comment by ozlikethewizard

The issue is the obvious anti patterns in the following flow. While its not particularly egregious, someone has taken intentional steps to make it convuluted. Engaging with gov services should not feel like trying to unsubscribe from amazon prime:

Go to https://www.gov.uk/eta/apply

Click "Start Now" under apply online section (that is distinct from the app section)

Get taken to page saying to get the app, scroll to bottom and click small link "I cannot apply on the app"

Get taken to a help getting the app page, scroll to the bottom and click small link "Continue application online"

Finally be in right place