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I think the challenge is getting devs to optimise an app (I'm guessing is a collection of fat binaries, one per significant platform) to actually optimally support each platform in terms of screen size/resolution/orientation and input hardware.Problem now is getting large devs/pubs to accept universal apps without charging for access to each category. If not, it just becomes a money saving tool for development.
A good framework definitely helps, but it's more testing. Anybody who's written apps for Android devices, or back in the day PocketPC/HandheldPC OS and PalmOS, will know it's never quite as streamlined and easy as it's made out to be.