To be more concrete: When a web page uses an intent like "upload a photo", Firefox will check to see if any of your "apps" support that intent. For example, if Flickr has an OWA app and you have already installed it, then Firefox will instantly ask if you want to choose one of your Flickr photos to upload. If you click an intent that the browser doesn't already have a handler for, it can offer to install an app from the web to handle the intent.
Open Web Apps is part of the infrastructure to turn Web Intents from a low-level API into a complete user experience. And BrowserID is also part of that integrated experience. (In the full vision for BrowserID where the browser manages your identities, you can do things like install an app and be "logged in" instantly without creating an account or typing a password.)