What sets jQuery Mobile apart from the others (jqtouch, etc.) is that it seriously adopts the things that make HTML5 unique as opposed to just Javascript+DOM/CS

What sets jQuery Mobile apart from the others (jqtouch, etc.) is that it seriously adopts the things that make HTML5 unique as opposed to just Javascript+DOM/CSS/DHTML/etc. For being an "alpha" product, it's quite complete and relatively bug-free (again, for an alpha product). If you have cross-platform aspirations it's hard to argue against the value proposition of going the web app route (and coupling it with something like PhoneGap if you need App Store distribution, etc.). Certainly there are some apps that can't be done this way due to hardware support or other device features that are not accessible via a web app but for the vast majority of the apps being commissioned today this is not the case, and being able to launch on multiple platforms with almost zero additional effort is hard to argue with from a cost perspective. Of course being able to leverage existing knowledge and experience in the HTML realm is another bonus. I have to say also that with the diversity of platforms now available, the "it doesn't feel native" argument is loosing some steam, since what feels native is different on each platform.