PPK raises very valid points. I further want to add that you do not need flying boxes, fading tool-tips and what not to make your app look cool or even beautifu

PPK raises very valid points. I further want to add that you do not need flying boxes, fading tool-tips and what not to make your app look cool or even beautiful. In-fact it is pretty silly to try to make websites look very beautiful and cool because you can never cater to the taste of every single user. Your flying boxes which look cool to one person might look ugly and distractive to another one. Do we not have enough flame wars on whether iOS looks prettier than Android or the other way round? Google is popularizing a set of styles called "Material Design" and it's friends. Here is an example: http://www.google.com/design/spec/animation/responsive-interaction.html#responsive-interaction-user-input http://www.google.com/design/spec/animation/responsive-inter.... Here is another example of something more classy: http://motherfuckingwebsite.com http://motherfuckingwebsite.com. Why the first one is any better than the second one, only Google knows. We can have simple sites, like the present google home page, like the blog post you linked, like the second example I linked, etc. without emulating native, which do their work, and users use them with a lot of love. P.S. The question "why do you need smooth transitions" applies to native apps as well, PPK ;)