The winning standard is almost always the most practical and 'cheapest' (time & cost) to implement.

Any site operator is a fool if they don't try to invite these iphone owners into their userbase. Depending on your camp allegiance (a.k.a 'religion' to some) iphone owners are either a). fools or b). savvy and trendy audience. Either way they've shelled out the chunk of change to get into the latest fad and they should a). be foolish enough or b). be rich enough to spend some more cash on your site too, whatever it is you're peddling directly or indirectly through your site.

So, with no clear and easy to implement 'portable web' standard guaranteed to work on all mobile devices (css stylesheets? hah, you try work that crap out.. there's enough problem just between desktop IE x.x and firefox, not to mention opera and the multitudes of mobile browsers), if I were a web developer I would be more than glad to have a 'reference platform' of sort that contains a desireable audience to program for.