You're not interacting, you're just thumbing through a piece of software. So far, no one's been able to answer the question yet of whether there's anyone who wants to use these technologies at all, much less pay for them. But the pseudo-interactivity is the key issue, because I think it stems from a fundamentally misguided approach to information design in these new digital media. We need data to be converted to information before we can really use it. That happens by adding structure.
Structure can be visual, but it can also be logical and physical.
The phone book is actually a good example in this context. Think about the phone company as a content provider. Suppose the phone company decided to publish everyone's names and numbers in random order. Clearly, all the data you need would be available to you, but just as clearly, it would be completely useless because it's not information. The value is not in the data per se, it's in adding structure and thus converting data into information.