I think there’s definitely a post-web 2.0 vibe around “the web always wins” that’s resisting any product that works against HTML / CSS / Javascript, or that locks people into a single service / host.

I’m always optimistic about this point of view, and that’s of course tempered by the ongoing success of things like Facebook or the Kindle or Apple App Store. But, I tend to read these things as good examples of entire ecosystems–that are both fundamentally hard to create on the web and also hard to contain in a ROI-sense. Once those examples are in place, a lot of people have a much easier time replicating them in some ways.