The problem is you’re already wrong thinking in terms of a double page spread. That’s paper. In this case, everything is just formatted for 16:9 landscape. Which means tablets, but also phones, monitors, TVs… The problem is divorcing yourself from the idea of comic books existing as they have for the last 70s years, as a magazine-formatted paper product, with two pieces of paper facing each other in portrait. This is more like if long-form comics (because web comics are kind of a different thing, following the newspaper funnies tradition, generally require less transition) were created having never existed on paper. And I really wish I had included that in the article. 

It’s not so much a gain in storytelling, as adapting to fit the environs. As I said in the article, there are some gains when it comes to pacing, holding back key information until it actually matters, but it’s nothing that is going to blow a novice to comics away, they’re only things old hands to the art form are really going to notice. That said, I’ve read all of one-and-a-half of these (Luther is similar, but slightly different), and while Waid and Immonen are masters of their craft (Rock is pretty awesome too, just new), give it some time. How long did it take the industry to get to Steranko playing with panel format? 
And I damn near wrote a second article.