No, I think the hulu developers picked flash because that's where the users are.  They could have chosen java, or silverlight, but they chose flash for the same reason most sites choose flash.  I'm sure if Hulu wanted to, they could develop a native app, just like the YouTube native app, for the iPhone, but my guess is that it wasn't part of their strategy initially.<p>If netflix wants the iPad users, they would develop their own native app and ship it just like the other dozens of apps out there.  In fact, it would give Hulu &#38; Netflix greater control over their users with a native app.  Hulu has already developed a desktop app, why wouldn't they develop a native app for the iPhone?<p>Remember back in the IE4 &#38; IE5 days?  Lots of companies developed native ActiveX components that could be embedded into webpages because most users used IE4.  I'm actually quite happy that Apple is forcing web companies out there to rethink open platforms.  There's quite a few demos that show how powerful javascript &#38; canvas can be already.  It would be nice if we could replace the majority of flash apps with javascript, canvas, and webgl.