[bradleyland]

Design is not just how something looks, but how it works, and this design fails miserably in that regard. Scrolling with a mouse wheel is just one of the ways you can browse through a web page. I'm a chronic page-downer; I use the spacebar to do so. I find it very difficult to track text that is moving, so I prefer to move the page one "page" at a time, reorient myself, then read everything I can see.

I kept paging up and down in an attempt to figure out why the page was jumping around and I was only seeing parts of photos. It wasn't until I reached for my mouse and scrolled up and down repeatedly that I figured out what was going on.

The "oh cool" image reveal effect isn't a good enough trade off for me to continue using a site that implements this style. I hope it doesn't catch on.