HTML5 app may today just be a glorified bookmark, but it might have much more functionality as HTML5 matures. There's nothing Apple can do to stop publishers distributing them from the web, or even better, a neutrally owned pseudo-app store. What's really changed in the past two years isn't the iPad, but the realisation of publishers that they can ignore the utopian windbags, and charge for something. The trick is to price it well and make it attractive. The Jobs media tax looks like an outrageous act of greed today, but it may be a temporary windfall for Apple. r