My first thought as well. I wonder what Kobo will do in response to this announcement.
I've been using IFTTT with RSS feeds to add serialized stories to my Kobo as they release.
They'd have to implement some kind of login, but they they should just be able to build some kind of converter between whatever format and the format that is expected by the Kobo device.
I have an RSS feed from RoyalRoad that new episodes come in on. Using IFTTT, I have an action set up to, whenever a new item comes in on that feed, add the _URL_ of it to my Pocket account. Then, Kobo just syncs the Pocket articles automatically, and the new episode is added.