Digital Signage versus Inevitable Trends

Mashable just reported that NetFlix is moving from a software app for their user experience to a web app - and they’re doing it with HTML5. Why? Portability across mobile - iPhone, iPad and Android, the desktop, and even the gaming console with their PS3 implementation. And they can do it iteratively, with quick turn-around between iterations and instant deployment with each release. This is one more example of another provider embracing the convergence of visual mediums on the web, and more importantly doing it with HTML5. Many in digital signage don’t believe this is the future for our industry, I think otherwise, but I’d prefer to hear your thoughts. What do you think is the inevitable technology trend and how do you feel digital signage should take advantage of it?