In some of the virtual machine implementations, you can have a windows .exe laying around on your MacOS-X environment, and just double click on it, and it will be launched into the VM, and because of X-Windows, the applications windows just appear as if the app is running natively in Mac OS-X.
That means that the average user, can buy the "application", install it on the "computer", and get the features they need, without any real "technical" known-how. That's the way Mac applications generally work. As a Mac user, you come to expect things to not greet you with "technology", but rather with "functionality", and you just get your work done.
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