The current message when surfing around the market about "This app is unavailable for your platform." is confusing and not in line with the whole "the web is the platform" messaging we give out - it feels not better than the iOS store or Google Play.
At the very least we should explain why the app will not run on Firefox Desktop or that the developer chose only to make it available to Firefox OS.
If the app is a hosted app that also has a web page that runs across browsers, we should also link to that one showing that HTML5 is cross-platform and at the heart of the open web apps idea.