The advent of HTML5 video is really what is driving this revolt. There is an advertising social contract between the content provider and the reader. For example prime time TV we expect about 15 minutes of ads per hour, for non prime it may go to 20. For fashion mags most of it is ads, for Foreign Affairs there are few ads.
When the social contract is broken, there is no one to blame but the content providers, like the US auto firms have no one else to blame for their crash in the 70's. There are a lot of content providers out there that seem unaware they are screwing the pooch with bad decisions. For instance, I am not going to subscribe to Slate because they won't allow zoom on the iPad.
This article is good because it also analyses the other costs to the mobile platform, such as load time. Professional web designers used to look at this. Now it is assumed that latency and bandwidth are so great that it does not matter. In fact it still matters. I occasionally still get a stuck web page waiting for google analytics or waiting for google to record that I am going from a search result to the resultant page. It is a cost of using the web, but a cost that web sites have to manage carefully.
Honestly, there was only a 100 year period where synchronous direct speech audio communication was the norm. In 1900 with a population of almost 80 million, only a few million had a telephone. By the year 2000, we already say a generation that was reverting back to the way humans had communicated through much of history, writing and sending asynchronously, such as one does with texting and email. The paradigm shift, so to speak, that made the smart phone a success, was the realization that for most people synchronous verbal communication was not of primary importance. Sure, a lot of people might want to make a video for later use, but I wonder how many people who can use Facetime or the like really use it. Furthermore, he rise of the answering machine tells us that the phone as a critical mode of communication is not all it was cracked up to be.
The saving grace of Amazon was that Amazon had a lot free content if you were a Prime Subscriber. It also had a Plex Client. I guess if Apple has Apps now, and one of those is a Plex client, then that would be good.
At the end of the day, though, I don't see any reason to buy any of these because the video format for each service is different, so once you buy a video you are locked into something that may or may not exist in a few months.
Doubt is a pain too lonely to know that faith is his twin brother. - Kahlil Gibran