xulrunner-bin on the Mac doesn't do anything

I get absolutely no output when I run the following:
/Library/Frameworks/XUL.framework/xulrunner-bin ~/dl/sample-app/
application.ini

It runs fine when I run Firefox on it (after I edited the MaxVersion
to 9.*):
/Applications/Firefox.app/Contents/MacOS/firefox -app ~/dl/sample-app/
application.ini

But I really want to create my application on the Mozilla platform for
distribution, so I'd like to get XULRunner working.

How I got here: I installed the XULRunner 7.0.1 binary from the
releases:
http://releases.mozilla.org/pub/mozilla.org/xulrunner/releases/

Then I downloaded the sample app from the bottom of this page:
https://developer.mozilla.org/en/Getting_started_with_XULRunner

I've tried:
- running it as root
- running the '--install-app'
- getting a previous version, but I can't: I remove the XUL.framework
and download a previous version, but it won't install because it still
believes my original exists

Any ideas are welcome.  Thanks!