*nods* It's true that you can do these things with most new PDFs -- it's just not very smooth. On a semirelated note, there's a lot of complaining that one could do about the two-column format. Ian Bogost has done some of that (http://www.bogost.com/blog/why_i_hate_acm_format.shtml) recently. (and his icon looks quite a bit like yours!)

At least for me, it'd be more pleasant to read text that reflows and resizes nicely than something that's beautifully set on the page. On a similar note, I've become a big fan of Readability (http://lab.arc90.com/experiments/readability/) recently. It makes reading blogs super-easy, even in the face of web design.