I write a lot about tailoring your web experience for the environments where it is (and can) be used. That is particularly important for mobile which has its own UI needs, requirements, opportunities and challenges. Here is the latest example.
ESPN has done a good job creating product & content for specific environments and devices. Example here. While that is an effective treatment - this is not. When 'watching' an ESPN Gamecast on the iPad (which is an excellent product) - it requires you to watch it in landscape mode. There is literally no content and no experience otherwise. Even if ESPN believes that landscape is the best way to view Gamecast, you would think that they would either create a light version or showcase some other content? Very strange.