This article (https://medium.com/beautiful-stories/66e87553d22c) is a hodge-podge of design decisions. The way images are displayed is a mess: some images float next to text, some float next to text with a caption next to them, some images are centered, some images have quotations in them. To divide sections of text, sometimes there are hr's, sometimes there's a single line with a little loopy thing, sometimes there are parallaxy headers.
Medium may be easy to use but if people think they can click a few buttons and pop out a "beautiful story" they are mistaken.
Call me an old-timer but I would rather just read text without a bunch of stuff in my way.