I really don't want them to "own the experience." I want their brochures to stay nicely sandboxed in a browser where they don't invade my computer and try to tell me what I can do with it.
Right, I meant it as something of an insult. I'm fine with documents on the web. I'm fine with interactive documents on the web. I'm not fine with "web apps" that try to jump out of the browser, opening windows, redefining control-key sequences, breaking bookmarks, "open in new tab", and the back button, and otherwise interfering with my ability to control my own experience on the web.