Publishing evolution

Last week I've seen how Wired looks on iPad (http://tv.adobe.com/watch/xd-inspire/introducing-wired-on-ipad/). Or should I say I've seen:
- how a magazine should look in digital form
- how digital content had to be displayed for years
- how a typesetter has to work to get things done for a digital device
... and the list can be much larger.
It looks nice, It looks as we should expect it to look. And this has to be the beginning.
I have to add that this has been created using InDesign and most probably is in fact just a heavy enriched PDF file. Nice work.
Enjoy the present :-)