Why rotate to read?

Apparently you have to be a Harlem Globe Trotter to read through this magazine. Every two pages Im being asked to "rotate [the iPad] to read". Sometimes it has to be vertical. Sometimes it has to be horizontal. I need to constantly spin the stupid thing to read anything. Really, really poor design choice. Cant tolerate it. Deleting.

RedshiftXX about Wallpaper* North America