There's been a trickle of other blogs picking up on the idea. 

Great mockup on TiPb.  

Why?? 

Why would Apple want to do this? To create as large a market as possible for IOS apps. 

Why do they care about that? Well, they make a lot of money selling those apps. That's a pretty good reason all on its own. 

But even more important, for Apple, any developer energy that's applied to an Apple platform is energy that isn't applied to a Google, Microsoft, Oracle, Blackberry, Nokia platform.  

I probably left someone out. Oh yea. The web.