Full vs. Pop
I think it really depends on the site. I would never initially suggest that a client use the full screen approach, though I wouldn't avoid it if I thought it might further hammer in a sales pitch.
I don't see the need for full screen if a site has more functionality than to sell a product or service. I've a few developer friends who are purists and would never work outside of the "intended" use of the web browser, I'm of the school that if you think you can pull something off with a particular technology, something the developers may not have intended, it does nothing but help your options for future development to try it.
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