IIRC, there was a time when EE pages didn't provide any answer at all without registration. To keep their search ranking up, they'd show this hidden content to

IIRC, there was a time when EE pages didn't provide any answer at all without registration. To keep their search ranking up, they'd show this hidden content to the Googlebot, but not to unregistered users. Google cried foul about this, and thus was the long scroll to an answer invented. EE's web site was never designed around giving the user an answer as quickly as possible. It has always been designed to maximize its tiny paid account conversion rate. That's a spam business model, no "borderline" about it.