SO THAT'S why websites scroll! The purpose of website scrolling is to replace information that has been seen with information that hasn't - and to provide the

SO THAT'S why websites scroll! The purpose of website scrolling is to replace information that has been seen with information that hasn't - and to provide the reverse operation when scrolling the other way. This design beautifully conveys the data visualization aspects of the page combined the message they are trying to craft and integrates it into the natural behaviour of the browser: the scrolling motif. Note that they also preserved the incremental change of the scroll - unlike some sites where they have attempted to flip a whole page at a time per scroll. As far as re-inventing the scroll, I say bravo. This is truly innovative.