You've just made me appreciate the privilege of having the ability to scroll up and down without having to read it all. Thanks!
Things should be explained as they come, or have a linked explanation, or say things like "we'll explain what XYZ is later".
If an article is about a tool but I don't know what the tool is and the first paragraph doesn't explain it, am I really expected to skim the entire article in the hope that somewhere is hidden an explanation, and then go back and read from the top? That can't possibly be good story telling?
Good storytelling comes in many shapes and forms, maybe the author was trying to use anticipation as the main element!
I really don't understand the surprise you're apparently filled with when coming across an article that's not presented in the way you expected; an imaginary problem that stops existing once you scroll down or do a keyword search.
Unsolicited recommendation, if I may: do not watch Pulp Fiction.