Have media managers botched the iPad?

In what should be a surprise to no one, media managements have totally botched the iPad opportunity, according to MediaWeek. The APS are "clunky," the pricing is vastly inflated, and advertising tactics are unsustainable. Why should media managers (I know the story is about magazines, but the same holds true for all "old media") suddenly start getting smarter just because they are operating on a new platform? They should, of course, but as long as bonuses are based on short-term thinking (especially lucrative if you can sell your company) media executives will continue to insult their customers -- and their companies will pay.