During my talk at JavaZone, I discussed Web-centric approaches for doing the Guerrilla SOA thing. I took a principled stand on it really, saying that I was deliberately going to be a Web proponent rather than a REST proponent. Aslak called me out about it, remarking that what I was talking about was actually RESTful.
He's right of course, what I tend to talk about is full-on HATEOS compliant, ETag loving RESTfulness. Yet, REST is simply an architectural style, and although the Web has RESTful intentions at its core, some commonplace uses of the Web aren't entirely RESTful.
So why do I talk about the Web not REST? Firstly book Savas, Ian and me are writing has Web in the title, so it's partially a marketing ploy :-)
But more so because I'm not interested in a RESTful JMS architecture, or implementing REST over carrier pigeons. To me the emergent behaviour of the Web makes it qualitatively different, especially since the Web tolerates non-RESTful behaviours like having clients guess at URIs from URI templates.
All that wonderful chaos at global scale is why the Web is appealing, and why I think REST is simply a backdrop to that picture.