Check out The New Web War, the first of Rob Scoble’s Fast Company columns. It’s a nice compact summary of the Apollo/Silverlight/JavaFX arena. There’s a startling sentence in the conclusion: If your competitor builds a more interactive site than yours, customers will flee to the “flashier” foe. Uh... Google? eBay? Amazon? Facebook? All plenty interactive, and pure non-proprietary native Web technology. The evidence seems clear to me: quality content and useful functions trump both flash and Flash. All these people keep saying that “Rich” Internet Applications win, and they’re right: but I do not think that word means what they think it means.