Nobody has figured out so far how to make money with high quality games on the "open web" to get the same return on investment like simple ad-driven 2D games running on closed platforms like Facebook which can technically be cobbled together by 3 dudes in their mom's basemement (exaggerating a bit here of course).
E.g. no matter how you approach it, the Citadel demo wouldn't have led to a web game that would make the same profit relative to the development cost like a simple ad-driven Tetris style game.