I don't think the client interface was the "larger problem" at all. Their client was a one-time download, just like the plugin you suggest. I downloaded it, i

I don't think the client interface was the "larger problem" at all. Their client was a one-time download, just like the plugin you suggest. I downloaded it, installed it, and then after that it was really never a considered decision again. While some people think "the browser" is the universal client for every conceivable app, I think that is far from realistic or optimistic. And I can almost guarantee you that if Joost had a client you needed to download every single time you wanted to watch something AND put in a 12 character alpha-numeric key BUT had an in depth library of high-quality content, people would be gladly using it today. I tried Joost for a while after I got an early invite. The stand-alone client and associated bugs and quirks never mattered to me so much as the fact that there was nothing compelling on Joost to watch.