It will be a welcome feature for all if indesign can export magazine publication to HTML5 for hosting by individual publishers on their own domain. Adobe DPS system is way out of reach of most publishers. Adobe should be more flexibile. Another option is to create a DPS system as a white label solution (similar to Business catalyst).
I agree. That's why we've launched on Kickstarter to export HTML5 directly from InDesign, so that your content can easily be viewed across devices:
in5 currently supports the Scrolling Text Overlay. It will support additional overlays in the future, largely based on user demand. So, if you have specific MSOs you'd like to see, feel free to request/vote on those features in our answer exchange.