[lugg]

Infinite scrolling is a solution required by pages that take years to load all their assets and ads where clicking the fiddly often impossible to find next link or the even hard page number: 2

The thought pattern of developers could probably be summarized as: that scroll, so infinite, much scroll.

A better solution would be to use infinite scroll technique to navigate and load pages using the history apis, correctly and changing the page URL. You end up with a seamless pageless experience with all the benefits of traditional paging but no longer have that "nightmare" usability issue of next buttons and links. I've seen this done only once, I can't quite recall but it was on something like tumblr or medium.

As for the articles approach, I have no fucking idea, a modal iframe? Seriously?