Let's take a look at the site's home page... They are definitely promoting webOS as part of a larger strategy.
Here's the lead in text...
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LG want's to integrate a web based approach across the board:
"all of LG's devices."
How will they accomplish this goal? Front and center you have the webOS placard.
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LG looks at webOS as
"The Next Generation, Web-centric Platform." That implies an advancement of the OS, a maturing to ready it for broad use... If it's a web-centric platform and LG wants a web based approach for all their devices, where will they turn?
They'll utilize webOS:
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It's
"built to run on a wide range of form factors." They believe it is
"a proven operating system" and they have
"exciting developments in the works." Big talk, right? How will a revamped webOS deliver a success in the marketplace? What do you need backing up a good Operating System?
Apps...
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There's a clever bit of imagery. Apps behind webOS - Enyo Apps, cross platform, cross device Apps built in Enyo. Peal back the webOS placard and what do you see?
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Cross platform, native quality, HTML 5 Apps developed in Enyo. Apps that can be borrowed from other platforms, web-based Apps on the internet, Enyo based Apps developed in-house and by community developers that fit seamlessly on your Phone/Tablet/Computer/TV. A quick-growth approach to building an ecosystem.
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Maybe I'm crazy, but it seems like LG is ready to start building something here. Something I believe LG has the drive, capital and vision to create... webOS in your home, in your pocket, on your computer. Not just toasters, real electronics that people use every day... and, yeah, toasters too.
Take a look again at LG's CES 2013 presentation, just a short time before they announced the purchase of webOS. Sounds like they need to use a proprietary system to keep it integrated, to make the user experience seamless and consistent. You can't accomplish the goals they set forth easily if someone else controls the OS... So they went and bought
"a proven operating system that enables users to deliver the same seamless and intuitive interactions everywhere." They bought webOS...