ScrollMotion has convinced a number of New York mainstream publishers to make its content available for sale on the iphone. That's the good news. The bad news is that each individual book is an individual application. The iPhone has a self imposed limit of 148 applications and 12 fit on a "page" on the iPhone screen. I'm guessing this is for the casual reader because I can't see the readership here enjoying their home pages of the iPhone cluttered with a 100+ books and limited to only a certain amount.
ScrollMotion is offering the one touch buying experience which I think is important, but it needs to allow for purchase within the application and store the books within the application instead of creating individual apps. The reason for the individual apps, of course, is the unreasonable insistence of publishers and authors for DRM.