In the minds of many, the iPad is like Flash that pays. You can cram traditional publishing content into an overwrought, novelty Flash interface as The New York Times once did with its T magazine. You may win a design award but nobody will pay you for that content. Ah, but do the same thing on the iPad instead, and subscribers will pay—maybe not enough to save publishing, but enough to keep the content coming and at least some journalists, editors, and art directors employed. It’s hard to argue with money and jobs, and I wouldn’t dream of doing so. Alas, the early success of a few publications—publications so good they would doubtless survive with or without iPad—is creating a stampede that will not help most magazines and interfaces that will not please most readers.

I fully agree with Mr. Zeldman.  It’s time to go back to simple.