Can Firefox OS revive HTML5 on smartphones?

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“The goal is that Firefox OS shows that the Web can be a viable alternative to proprietary applications,” [Director of Research Andreas] Gal said.

As the major websites online turn away from HTML to native code on smartphones, why is Mozilla’s Firefox OS pushing it as one of the main selling points? More to the point, there have been countless little mobile OS projects like this (such as Save JE), what makes this one special… beyond name recognition?