Certain example embodiments relate to web applications. In certain example embodiments, an instance of a web application is executed using a client device. In response to the instance being started up, metadata is retrieved using a service embedded in the application and invoked at a bootstrap hook. The metadata is associated with earmarked programmatic elements in the application. At the client device and using an evaluation service injected into operation of the instance, one or more configured rules are evaluated against input. The rules are definable in relation to the earmarked programmatic elements using the retrieved metadata. They specify behavior of the web application and are dynamically (re)configurable while the instance of the web application is running. The (re)configured rules are dynamically effective without requiring web application redeployment, even if (re)configured while the instance of the web application is running. The instance is controllable responsive to the evaluation.