The same is still true. In the iOS world, many of us "roll our own" custom controls to get exactly the user experience and functionality a product needs. As an example, my Note Taker HD app includes many such controls, and I often fall into this "craft the new vision" camp.
Yet for a wide range of mainstream applications -- especially the bread-and-butter business apps whose customizations are tuned to the requirements of the business -- the need to create things such as new controls are few and far between. The innovation in these apps is found in the data design, the flow of control, the organization of displays, the integration with (and choice of) external data and services, and the close fit with the needs of the user.
In these cases, development platforms that anticipate the appropriate generic set and variations of controls and optimize for their assembly into a working app are often "the right tools for the job." Platforms like my company's Alpha Anywhere development environment that incorporate a good choice of controls and built-in variations can give the developer a comfortable space to concentrate on other key aspects of the app to meet the business's requirements for success. In these cases, getting the extra polish of some new UI tweak that requires native code often doesn't outweigh the productivity benefits of systems built on HTML5 and other technologies.
We must not forget one major factor in HTML5's favor: The same code, or something very close to the same, can run on multiple platforms. iOS, Android, and desktop browsers can all be targeted with the same code and coding expertise. There is no need to have that elusive and very expensive person or team who can do supercoding in iOS, Android, Mac, as well as Windows. Remember, many business applications need to run wherever the user is and with whatever device is at hand: at their desk, at home, or walking into a customer's office.
In business, another factor must often be considered. Sometimes it's more important to get an application out the door before the short-term reason for its existence has passed. Building mobile Web apps makes this possible. Numerous large corporations use thousands of different applications per year, and many of them have extremely short shelf lives. The ability to rapidly build mobile Web apps for multiple platforms at once that get the job done is critical in these situations.