In a nutshell, Co-Founder and CEO Jason Baptiste’s pitch to publishers is that while apps are good for some things — games, specific actions such as listening to music, etc. — for content-related purposes they aren’t ideal, for either the publisher or the user. As Baptiste puts it in one of the slides he shows to investors and partners, “apps are bull***.” To take just one example, most apps don’t take advantage of the web by using links or interactivity as much as they could, because the content is locked inside an app.

The OnSwipe that I’ve seen doesn’t beat some of the better apps that have been built.

Can OnSwipe convince media to go web instead of app? | GigaOm