The world is in love with the "Internet of things" but we are using old tools to solve the problem. While we had no choice but to use native apps on our phones for this first generation of smart devices (e.g. Nest) it can't scale. If we believe in Moore's Law at all, we'll have hundreds if not thousands of these devices in our lives in a very short period of time. It just doesn't make sense to use apps as our primary interaction tool. The Physical Web is an approach to 'infuse' the web into physical objects so you can just walk up and use any device, on any platform, with just a single click.