It really is pretty much spam. It's pageview-bait at its finest. (And that's one of the main reasons I've filtered Ars's non-forum stuff, I've been a subscriber there for years but I'm not giving them pageviews for bad articles anymore.)
I find Ars to be one of the better web publications out there. Until theverge came along, I would say they were bar none the best.
It's 2013. Articles are text. This is silly.