[Freak_NL]

This looks like a trend for certain types of services that focus on users active predominantly on a tablet and/or smartphone. I am assuming that these services usually turn a profit via monetisation of advertising 'eyeballs' or user data acquisition and sales, and that losing a small percentage of users who want to use their service with a browser are less profitable.

WhatsApp seems similar in that regard.

I am not particularly interested in these apps, but I am starting to see a disturbing pattern where parts of the internet are being segregated by operating system and the willingness to install and run software (apps) instead of accessing on-line services with a web browser or via open protocols (e.g., IMAP or XMPP).