That is exactly what they are saying. Having control over your relative experience is the only thing people want.
As we all spend most of our time inside of browser interfaces its not a surprise we see app, features and interfaces move to that process portal to. (Online IDEs, Cloud, Photo editing, etc.) Sure you can use your solution but in general, as always, its whats most efficient for the masses.
It's like saying "if you don't like the laws(/taxes/whatever) where you live, go somewhere else" and acting as if I can just hop on over to Mars. I can't.