This works when using Chrome browser (on most platforms except iOS).

Enable the Chrome flag "Automatic detection of WebUSB-compatible devices". Show howto

Enter "chrome://flags" in Chrome URL field and hit enter.
Search for "usb" in flags
Enable "Automatic detection of WebUSB-compatible devices"
Relaunch Chrome to make the setting effective.

Here is a video of how to set the web-usb flag in Chrome: Video

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