Then about 30 seconds in my reading got disrupted by a fucking light-box asking me to sign up or log in or god knows what.. my instinct to close tab won out over my curiosity. Please stop this pattern. If you really think your content is worth having to (whatever)wall from the public, do so, but don't make me get into it and then shove something mid word into my face. This is the digital equivalent of giving me a magazine to read, waiting until you're sure I've got my eyes on it, then shoving a business card in my field of vision and telling me what you do for a living. It's a low rent tactic, annoys rather than grips your users, and it reeks of desperation to monetize.