I agree with the points made in this article. Most publishers' apps really do suck. The startup that I'm currently working for (http://storydesk.com) is solving this problem by building a product which makes it simpler for publishers to drag and drop image and video assets, and type in their text to create native feeling content "apps" using a web based tool. The publisher's content can then be viewed in a native iPad player app which has a fast, consistent user experience.