How to iPhonize a modestly high-impact science journal?

I’ve joust found this ad in a recent Science magazine with a SciPhone in it:

JBCiPhonead

Then I took a look on the journal’s website with my iPhone and here’s how it looks like through the cloudy eyes of my old MacBook:

JBCiPhone

And then a subpage, a bit more similar (although still far away) to the one in the ad:

JBCiPhone2

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