Firstly, although I've added it to the free books thread for Kindles, the appearance of a new way to read W-t-P for free is clearly Extremely Important, so it's worth posting twice for that reason, even if it isn't the crustimony proseedcake normally.
I was also wondering, though - do you think that this is because Apple seem to have done a deal on W-t-P? It appears for free with every install of iBooks. Perhaps it's not only Apple who don't want the publishers giving better deals to anyone else in their contracts?
It is perhaps, a tiny benefit from the agency pricing deal?
No House at Pooh Corner in the UK though