More importantly, the vast majority of these interactions will be a one shot experience. I’ll interact with the device, like a poster, for literally seconds and then move on. It’s a ‘use it and lose it’ situation. What ever I’ve pulled down to my phone to interact with that device is no longer needed. This is why this interaction will most likely be some sort of web page. It’s a simple way to pull down an interactive experience, on nearly any device, in a way that does not involve installation. The web is uniquely suited to a ‘use it and lose it’ approach.