This article does not seem to be objective and honest. Yes you can monetize an HTML5 app, but there is a difference between can monetize and can monetize and actually make money.<p>If you are going to criticize app stores, you might want to factor in the reality that Apple has paid out over 6 billion dollars to app developers. The article mentions phone gap, that's true, so that's fine, but I'm addressing the point about monetizing on the web.<p>This article also is cherry picking news articles. It picks the Financial Time's article but doesn't mention Facebook's switch to native.<p>The build once, run everywhere point is flawed as we know that you actually do have to test and add various fixes here and there and worry about screen size, poor development environments on mobile and the like. You also do not have to write the vast majority of your app more than once for multiple platforms. I know a featured developer with a game that has more than 7 million users who wrote their game in C++ and were able to port it to both Android and iOS without writing two different games. And really there are only two mobile platforms that users have to worry about, iOS and Android.