This is new to me as a desktop developer.
If I could figure out how this is accomplished, it may be relevant to some research I'm doing, specifically how to migrate thick desktop apps to a web implementation.
The more forms-oriented and lightweight graphics I can figure out, but heavyweight 3D graphics still requires some form of non-browser application.
As nearly as I can determine, iTunes installs some form of new protocol handler on my machine, corresponding to "itms", in place of "http".
This is cool and mysterious to me, almost magical. Any help or suggestions for additional reading materials and/or resources would be very welcome.