Web shortcut Icons ?
Re You have to have a shortcut on your browser. The iPhone lets you have a shortcut, complete with fav.ico on your home-screen.
BBC iplayer is a good example of this, despite NOT being an App Store App. With the shortcut on your homescrene and the iPhone specific browser experience, it "Feels" like an App even though it isnt.
This is one of the odd things about the iPhone App store bubble, everyone wants an App, because "thats what you do", but in many respects its totally unnecessary when you can develop good multi-mobile-platform sites (or even a decent mobile stylesheet for you normal site).