Sure, this sounds like "marketing speak" but it isn't about that. People write apps that solve problems and they want wide distribution of those apps.
The best way for that to happen is by having a common foundation layer for all of them to run on. Is the project I'm working on the answer, I sure hope so. If not I hope you help start a better project to do it.
Re-inventing the wheel is a waste of all of our time. Having to re-architect or re-code an app to deploy it in different places is reinventing the wheel.