Customers want to see your web application in a working state so they can make more meaningful and more rapid decisions on requirements. I used to accomplish this with some fake data hard coded in the html and some thrown together jQuery when I needed to simulate user feedback and transitions. This would get thrown away and reimplemented in production code and the interface was not fully polished.
Ember.js and front end tooling has changed that. Fat client, JavaScript heavy, web applications and server side code can now be built in segregation. Rich and polished user interfaces can be developed faster and easier. Developers and designers can reach 'done' without wasting development cycles.