Safari 5’s ‘Reader’ Nudges Web Publishers to App Store | Epicenter | Wired.com

"...Apple Safari 5’s prominent ad-blocking feature, which strips advertisements and other design elements from any web page that appears to be “an article,”

Safari Reader removes annoying ads and other visual distractions from online articles,” reads Apple’s description, striking fear into the hearts of online ad sales departments. “So you get the whole story and nothing but the story.”