I just came across an interesting case study of an US retailer that uses Silverlight to enhance their customers shopping experience. Doing this, Home Shopping Network (HSN) is able to extend its reach using a rich Internet application frontend even to mobile devices.
What really intrigued me, is that such an approach can be easily leveraged to reach out into the kiosk and digital signage market, as well. If you use Windows Embedded Standard 7, considering its great support for Silverlight, it would be nothing more than a simple reuse of the customer frontend to enable additional services on embedded devices.
Btw., I demoed how to run Silverlight out-of-browser applications as a custom device shell just recently at TechED North America in New Orleans. Works like charm. 🙂