I'm curious as to whether you think users want, need, benefit, or care about whether Facebook can deploy rapid changes via a "consistent cross platform experience".
In my experience, users want a consistent platform experience -- one that fits in with the platform that they're using. They're also not interested in your development processes, especially if it means rapid dispatch of potentially breaking changes. In fact, I'd say that runs counter to user's interests.
Engineers and product managers seem to be the primary cheerleaders of "consistent cross platform experience". I don't see why a user would want that. I do see why developers and product managers would want that.
> If anything we should all be lamenting the failure of HTML5 as a truly viable app replacement at this point; I can't blame Facebook for wanting to believe it would be possible.
I'm not lamenting HTML5 as a viable application platform replacement, because it never was going to be one. The web industry consistently ignores 30+ years of experience that the desktop (and now mobile) development industries have in bringing high quality applications to user's devices. The web universe eschews common platform conventions, common rendering approaches, common widget libraries, and instead has attempted to force everyone to individually reinvent application development on top of DOM, CSS, and JavaScript -- a SGML-derived history-laden mess that served documents well and applications poorly.
The lesson for the web industry should be that they need to figure out how to bring align whatever ethos they have -- presumably of a common, open platform -- and bring them to bear on implementing something genuinely competitive with the native development platforms.
DOM/CSS/JS is not it.