A funny thing happened on the way to the Apple Store … Apps were supposed to be the salvation for publishers when the iPad morphed from unicorn status to the real thing last April. Plenty of publishers — newspapers, magazines and books — have built apps. Apple’s newest rules on subscriptions are placating many more.

But there is already a bit of a backlash, and a new awareness that the world wide (open) web may compare favorably to the walled gardens available on the iPad and other tablets.