I think this is mostly misguided trend-following on behalf of product marketing people. "Our competitors have an app, why don't we have an app? Let's make an ap

I think this is mostly misguided trend-following on behalf of product marketing people. "Our competitors have an app, why don't we have an app? Let's make an app." And then, to drive up the app's numbers, put a pop-up on the mobile version of the website with a link to download the app from the app store. Now the marketing genius who came up with this bright idea looks good and deserves a promotion. With any luck the app fad will be over soon and we can get back to using a browser for all content instead of a different client for every type of content. With the strides we've made in responsive layout design (WordPress and Twitter Boostrap sites look GREAT in mobile browsers!) there really is no excuse anymore.