content: I blame people who have no fucking clue how to design a mobile site for making people want apps instead of web pages. Seriously.  Stripping out 90% of the content in a site and burying everything under 9 layers of menus and drop-down boxes that never work right is not how a mobile site should work.  I shouldn't have to basically force you to let me see your full site on my phone just to get to the page I want to see.