Opening a web application on your own page without browser control starts to make sense when the application becomes rich enough to compete with the desktop application, and not be a bunch of pages that users view with minimal input for each. Among the advantages of ease of use:
Unsaved user input into fields cannot be lost due to switching to another page. In a regular web application, the user enters one page of input before looking at any other, essentially composing an application made entirely of modal dialog boxes.
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