Apple News, Facebook Instant Articles and now Medium for Publishers. What all these services have in common is the desire to move content from the open web, where monetising it has become virtually impossible, and bringing it into a controlled environment where content creators get paid in a App Store model, trading a cut of advertising for the use of a management system and the revenue control that drives it.
For businesses which rely on content to drive there earnings it looks positive. For consumers it offers a way out of the escalating ad block war.
So who loses? Those who rely on serving the current advertising to individual sites, those people responsible for selling advertising on content providers websites and those businesses providing hosting for content.
Will it mean a narrower, more regulated and conformist web? Or will it mean the end of browsing as we know it, accelerating the move to an app-first internet?