The algorithm! Kindle app is superior over Medium's reading experience for some of those reasons you've mentioned. I do most of my reading online. It seems like reading physical books is antiquated. I prefer reading physical books because of the experience:

I don't need to strain my eyes. I can choose a well-lit place to read. I love the smell and feel. I can go on and on. That's the beauty of humans. We have our own preferences. There are book sleeves too LOL

Thanks for sharing your perspective!