It would only be citrix if it was made a native app. It is presently a web app, presumably because it was determined to be a better choice. You proposed that it should be a native app. It would be the customers that would choose Citrix, but they'd probably prefer web apps (if they're anything like my customers).
The deployment story is so much better for web apps, which is the main reason it seems to be so compelling for big enterprises.
The market will decide. Your comment is just on the user-hostile side of assuming it will prefer your technology choices.