Doing it as an iOS app like this also prevents you from doing "Share to Pocket / Readability" like you would be able to with a website -- keeps you from scraping the content out of the publishers site.
There was no suggestion above to add Pocket or Readability support to the iOS app, just that by picking iOS, he chose a distribution platform that keeps apps much like his own from scraping the content.
If all publications worked this way, Instapaper couldn't exist.
Why not support them? Pocket/Instapaper/Readability support is pretty much a given in most content apps these days. And blocking others from your content definitely goes against the spirit of Instapaper.
It is reminiscent of Microsoft's strategy tax. Making a product worse cause it may harm your other businesses.
