I normally expect the Next and Previous buttons on sites like Cracked.com that want me to generate more ad revenue with more page loads, but why five clicks for

I normally expect the Next and Previous buttons on sites like Cracked.com that want me to generate more ad revenue with more page loads, but why five clicks for a simple article with no ads, Nature? Why can't you let me just scroll through your content, particularly when this equates to a blog post (and a Top N formatted post, to boot)?