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This is why mobile apps via the Web is a big deal …

The one word answer is marketing.

This will open the advertising of mobile apps to more measurable world.  This will eventually make the steps the user takes from the call-to-action to purchase smoother.

I believe Google’s model for Android will beat out its competition in the long run.  Moves like this only go to reassure that.

Update: Here’s the WSJ story, http://ow.ly/3Qg5G

Update: The new market is here, market.android.com