[MBCook]

People will use it, but only if they know it's there. I've met a ton of Safari users who have no idea what that thing is or even that it's there in the first place.

They tend to love it after I pointed out to them. Microsoft is probably doing the right thing here.

[kylealden]

We get great feedback from users who discover the feature and want it to be discoverable without being obtrusive. If you haven't seen the animation, you might be overestimating it - it's extremely subtle and tasteful, just a tiny flip of the pages in the reading mode button when it goes from an inactive to active state.

[acqq]

Even if you insist on the "ad" it still needs to be displayed only to the users that never clicked it, once anybody clicked once, you aren't helping him "discover" it.