It depends on the resources available. If I were a CEO and the company was flush with cash, I'd just brute force it by hiring native developers across all platforms or farm it out to specialized native dev shops. If was a CEO of a smaller company tight on cash with a bunch of web developers, however, I'd go the HTML5 or hybrid route because it'd be the best utilization of my company's time and resources. This isn't a black and white issue.
Definitely agree. I'm not sure why many people think its just so cut and dry. The tradeoffs between html5 vs native are pretty much known at this point. Take those and rationalize along with the resources you have available, the cost, and time you can afford. Just ship something.
