Arguably, news articles have been written from the start (even in physical newspapers) so that the most important information is listed first, knowing that many

Arguably, news articles have been written from the start (even in physical newspapers) so that the most important information is listed first, knowing that many readers won't bother to flip the pages to get to where the article is continued. Giant page-ending ads online just continue this tradition, they'd rather you click three more headlines than keep reading the mostly-redundant article body.