[jfahrenkrug]

I agree that the web is the exception to this rule (see http://www.springenwerk.com/2011/09/thoughts-on-mobile-ui-de...). I quote: "Surprisingly, cross-platform UI works on the web. People are used to it. People don't think it's odd that GMail doesn't look like Outlook or Mail.app. They don't complain that the buttons on Twitter look different from the button of the other apps they use. They are able to use Google+ and Facebook although the UI looks "foreign" in comparison to other apps on their platform. Strangely enough, all those things that make cross-platform UI a bad idea seem to be absolutely OK on the web. Why is that? It has to do with expectation. When users open their web browser, they know that they are entering a very diverse space."