The Web Doesn’t Get Preferential Treatment (Part 1)

Note upfront: Due to an ever-increasing length this piece has been split into multiple parts, with subsequent installments to be released in the days ahead. This is Part 1. Several weeks ago Facebook released Instant Articles, a (so far) iPhone-only specialized renderer built with native Objective C and Cocoa frameworks that takes published HTML content and displays it in a reading-optimized format, with great multimedia and UX fidelity. And above all, titularly, no loading times for the content. Instant Articles exists because Facebook measured that external articles (loaded from within the Facebook app) take between 8 and 10 seconds to …

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