Medium's new embed feature

Medium.com is quickly shaping up to a great reading and writing experience. A recent surprise feature is their story/collection/user embeds which let you bring medium with you anywhere. https://static.medium.com/embed.jsJesperBylund

Odd to see what is basically an iFrame experience from such a design focused company. One can only conclude that they see some great experience behind this. Can’t wait to find out what it could be.