Is it just me or did anyone feel like this website was trying too hard to "create a reading experience unlike any other" of their own? It's like a no-name comedian introducing a world-star comedian for tonight's show, and trying to one-up him (and miserably failing)

They had one job: convey the story of how "J.J abrams created a reading experience unlike any other"? They failed, because I got motion sick and just closed the browser. I would rather read this through some other website when it resurfaces.

These hipster UIs for the sake of themselves need to stop. I thought this was only trendy for a year when NYTimes did it and died off, but apparently some are still doing it.