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I would agree that the comment section is not naturally below the content like most websites. However, at least for me, I'm getting annoyed with loading a full website where the comments take up 80% of the entire page. I'm assuming the point of them "hiding" the comment section is a design choice to reduce loading comments that may not be what the reader wants to read.

Maybe a happy medium would be to have a more obvious "click button" that would allow for comments.

It's important to get in a word from the sponsors, 37 signals. Comments would distract from that because your eye would be drawn to them instead of the ads that appear.

Maybe that's the idea.

That's exactly the idea.

But then it only really works once, right? I mean, it's not harder, it's just different.

Once is probably enough to stop a good chunk of spam and general thoughtless comments, with how powerful first impressions are and all. (@dhh: does it work?)