That essay is great proof that even the smartest minds don't get it right every time and are just as "sucked in the bubble" as the rest of us sometimes.
Web-based apps are also battling it out on mobile. Lot of apps are just wrappers for accessing web-based content. Performance is the primary obstacle stoping mobile from going completely web-based. Both the new entrants, Tizen and Firefox OS (not to mention Chrome OS) have thrown their weight behind web apps. We consume radio and youtube through web. Its not a stretch to imagine Netflix being accessed primarily through the browser in the future.
The growing SaaS business model is highly favoured to web-based apps. It is taking longer than expected, but the future is generally trending in the direction of web-based apps.
Are you suggesting that it's rare for people to use Outlook or Skype?