"Publishers seemed to have this fantasy that iPad would allow them to call time out on the Internet," Gene Liebel, a partner at the interactive agency HUGE, tells Fast Company. The idea is that for 10 years, publishing suffered from the Internet and its indignities, but that all of a sudden, thanks to the benevolent Steve Jobs, "now we're back, now we're gonna call a time out, start over, sell magazines at full price with immersive ads," and so on. But the tablet isn't some new digitally enabled omnibus magazine. "The tablet in the home is really one more Internet device," says Liebel. "Safari is still by far the biggest app. So the idea that everyone would go home and have 20 paid content apps and that's their new lifestyle is not even close to true."