well, in Firefox the access to apps on Firefox OS will be open. Still vendors need to implement some integrated system to do it, but any method to constrain the access would not fly with the consumers. At least vendors have the choice, which means consumers have a choice.
consumers are interested in the best value/experience they expect from purchasing a device. I believe that the open web will provide an environment which will result in a better user experience over time and hence will enable richer experiences.
