They'd have had a lot more content if the iPad supported Flash.
Flash will continue to be dominant for quite some time as long as IE doesn't support large chunks of HTML5. Flash will continue to be the first choice of media owners who create content for devices with iPad size screens (i.e. laptops/netbooks) because it is more ubiquitous than anything else. And the media need eyeballs if they're to able to afford to create content that warrants some kind of video player (and judging by what I heard at a recent conference I attended there's going to be a lot more video content on publishers' websites).
If the iPad becomes a huge success then there'll be an explosion of content, but that success is far from guaranteed when mac devotees like me are looking over the fence to see if the grass is greener with the competition.
