If a company's doing web (as a lot are) they have processes and tools in place for that, so they would like to reuse them. These companies have also discovered

If a company's doing web (as a lot are) they have processes and tools in place for that, so they would like to reuse them. These companies have also discovered that they can still hold on to most customers if they deliver merely adequate solutions. They will then naturally choose the convenient-for-them known quantity and dismiss concerns regarding usability, performance, etc. I don't see a real trend toward building apps using web technologies, but there is a lot of noise, making the topic seem larger than it is.