This is a good point, and touches on what calebbrown said above, that apps are concrete, which makes it easier to pay for (psychologically). Perhaps the powers that be recognize this, or perhaps it's just a matter of the biz end of then interent starting to trend towards paid material. Money drives motivation here. This scares me a little, because it tells me we really are going to move into a world of apps....

I think your first point is fair, but those giants are pushing them because they can easily install themselves as gateway and take a fat cut.

Then somebody will come out with a free app that does the something or better than the paid app. Lather, rinse, repeat. Blah.