People *must* be exposed to windows terminology. None of your --store 
alternative make sense. 
--windows-store might, or maybe --modern-app or --winrt ?

Sent from my iPhone

> On Aug 8, 2014, at 6:20 AM, Mark Koudritsky <kam...@google.com> wrote:
> 
> My 2 cents:
> 
>   - I prefer "phone" over "handset" as I don't like those overly dry
>   formal names that got heavily overloaded with years but still give a false
>   sense of better specificity.
>   - --store is a very counter intuitive name for desktop apps for someone
>   not exposed to the new Windows terminology. Is it intended to mean desktop
>   apps? (some alternatives --desktop, --laptop, --fullsize, --largescreen ?)
>   - --phone vs --type=phone - either seems fine to me and pretty easy to
>   implement.
>   - --target=X is unrelated, it's not for selecting a type of device but
>   for explicitly choosing the device to use if several are connected to your
>   dev station.

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