Someone should make a tumblr of HN comments about not reading submissions. It's not helpful; people are on this page to discuss the story, not why chmars didn't read it.
OK, technically, I could have gone all the way to access the original content. But why should I reward a website that does apparently not want to be read?
Also, if you read the article, you'll see that the author talks a lot about SEO and conversion optimisation, and chmars' comment fittingly points out how annoying it is when people go overboard with conversion optimisation.