// Up until recently, having a web page running in full screen was not possible, left only for #Flash -based sites. The best you could do was remove the menu/location bars but still the window frame remained.
For more details on adding this to your site, see this analysis of the related functions http://bit.ly/XXunVA by John Dyer, including a jQuery code example. There is also another #jQuery plugin implementing the spec, screenfull.js, here http://bit.ly/Yn2c6s
(Screenshot from the Mozilla demo page http://bit.ly/TldSoH)