Huh? Software could be installed by downloading a file and clicking on it. In many ways was a simpler and more pleasant process than interacting with App Stores. The problem wasn't with finding or installing anything, it was with monetization. App Stores and always-online model made it trivial to charge people and show them ads.
Overall, I remember my Windows CE PDA with fondness. Using it was a positive experience, which I can't say about any smartphone I owned.