Ask HN: Page flip effects on the web

Hi HN, I have recently been asked to build an online/e-magazine in the same vein as those done by issuu.com with a non-flash based page flip effect. From articles and comments on the web, I've noted many have a dislike of such superfluous animations. At least I consider them superfluous. What are your reactions to page flip animations and do they interfere with the content?