Mobile Web Apps are not the Silver Bullet

Matt Gemmell wrote a thought provoking article about things developers should carefully consider when creating a mobile web app.
While web apps have immense benefits, chief of which is the ability to run relatively intact on all platforms, he does bring up valid arguments as to why creating a mobile web app might not be in your best interests.
He suggests that we should always weigh the merits of each option before proceeding, and gives some helpful tips to help make that decision.