What we saw them do was create a single screen application with rich interactivity on the client, but still all of the benefits of being a web based application (nothing to install, back end connectivity for inventory and other data using XML, use of client side media/animation to guide the user, reachable through any browser, etc.) We really looked at this as the best of web applications and the best of desktop applications: rich connectivity, platform independence, no install, lightweight as well as rich client side logic and interactivity, ability to integrate rich media and communications. But we dropped the baggage of the page based metaphor that basically required a page refresh for everything and got beyond the layout/graphics/media constraints of HTML.