Lore on lodestone works fine, SE isn't the first nor only current developer of MMOs that utilize their website for lore related posting, some other MMOs don't even bother with lore, just stupid fetch quests that's "supposedly related to x lore". This was the purpose of the Playonline Viewer, a hub type program which ran on the consoles too. That way they can easily go to Vana'diel Tribune and boom..read the latest lore articles lol.

Maybe SE already has something in mind 2.0's launcher with the PS3 that could be similar to POL. Thing is though, if it's in-game you can expect it to be largely ignored by players, especially the players SE is trying to ensnare for 2.0, unless of course it gives you gil and exp for reading it, then people will care for it -.-