If a user runs into a bug or finds something that should be improved or added, it would be nice if he'd be able to provide this feedback right out of the oA Web interface.
It's actually possible to add an "Issue Collector" that can be used to submit Issues to Jira directly:
"The issue collector allows you to easily embed a JIRA feedback form into your own web site. This form is typically accessed by clicking a 'trigger' tab exposed along the edge of pages in your web site.
When used by people visiting your web site click this trigger tab and submit the resulting JIRA feedback form, an issue is conveniently created in JIRA.
Visitors to your web site do not require a user account in JIRA to use the JIRA feedback form."