I agree that The Magazine's content isn't much, and it is only doing well because of very low overhead. But I like the format/design. It loads very fast, has nothing other than table of content and the articles, and is extremely easy to navigate -- doesn't have me puzzling over whether I scroll vertically or horizontally or tap the left edge to get to the next page. I wish all iPad magazines were as easy to use as The Magazine, and that other iPad magazines would hire Marco Arment to write their iOS apps for them. All iPad magazines I've tried seems to think that because they are on the iPad, they have to have multimedia content or have fancy swiping effects. But all I want is to READ THE WORDS. Multimedia and fancy swipes only get in the way. Marco understands this, and I hope more publishers see this, which is why I subscribe to The Magazine.