I've commented on this regarding Amazon's Kindle for cellphone program, as well: Converting their service to be accessible to cellphones is double-plus-good. Actually building it so it only works on one cellphone--iPhone, which uses non-standard browsers--is decidedly
double-plus-ungood. Not everyone owns an iPhone (I own an LG Dare), and such a system is shutting out everyone else in favor of a proprietary design.
If we don't free ourselves of proprietarianism, we're going to waste another 20 years getting this e-book thing right.