The new iPad may be running a bit too hot for comfort but the new retina display is downright sizzling. As I speculated would happen in an early daily post, content providers are rushing to upgrade their iPad apps to take advantage of the new display’s ultra-high resolution. The new display is also quickly becoming a new benchmark for high-end mobile devices. Microsoft, for instance, is building support for “pixel-dense displays” into Windows 8 to make sure it doesn’t miss the retina train. Meanwhile, the new benchmark is leaving web site developers with a dilemma: should they upgrade their HTML web site as well as their iPad app for the new screens? It would be an expense that only users of the new iPad could appreciate, at least for now, but when you’re competing for page views you want to look your best whenever you can.