There's only 1 way to do things in the NIPs. But the clients are a free-for-all.

How do you log into Nostr?

If you have to say "it depends", there's a problem.

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To me the onboarding MUST be done by a Nostr-only App Store.

I don't want to onboard to an app. I want to onboard to an ecosystem of apps and allow the user to choose.

User creation can be done by the store.

Imagine if nostr:nprofile1qqs83nn04fezvsu89p8xg7axjwye2u67errat3dx2um725fs7qnrqlgzqtdq0 had an onboarding screen that automatically installed Amber and logged into that for the user. Now you have a signer for all the other apps you may want to install.

The goal is to onboard to Nostr, not to any specific brand inside of Nostr.

Sounds like a super app.

It's just an app installer with onboarding.

AKA a "login with Google" feature. Just add Amber login to all clients. Amber already has a Create Nostr Account feature.

Each brand will solve this UX in their own way, though we'll see some patterns emerge

It's not a problem, it's to be expected if this is a decentralized network