I agree. For the iPhone at least, I think the approach that works best is to be double-tap friendly. I would rather have a site that retains its standard look

I agree. For the iPhone at least, I think the approach that works best is to be double-tap friendly. I would rather have a site that retains its standard look and feel but easily lets me zoom into the content I'm interested in than a site that tries to squeeze it's multi-column layout onto a small screen.