Silverlight 3 out-of-browser apps allow any Silverlight app to have a desktop shortcut, and don't require the browser to be opened to run the app (so technically you could now run the app even if you're offline, since you don't have to fetch the SL app via the web).
With SL 4, you can now have elevated privileges, allowing the SL app to access local resources (such as the network stack and file system).
There's also a simple API call for an out-of-browser SL app to check for updates on startup, and download an update from the server. This could be seen as similar to click-once deployment, but it happens automatically and quickly, so it's more efficient and straightforward than click-once.
Compared to a traditional .NET app (in this case let's compare with WPF, since that's effectively the WinForms replacement), there's very little in the way of installation. No setup program, just the xap file, easily hosted on the web and very quickly installable. SL uses a reduced .NET framework, which might seem like a negative. However, the typical pattern for an SL app is to put most of the heavy-lifting in a service tier. Then, in the service tier you have the full .NET framework and can do pretty much whatever you want (such as accessing databases with ADO.NET).