Worth noting that while you can have content below the fold and signal to users to find it, that's not true with branding and identity features - those should b

Worth noting that while you can have content below the fold and signal to users to find it, that's not true with branding and identity features - those should be prominent and above the fold. Further, as a commenter on the article pointed out, there's benefit in identifying your audience. Someone on NYT is obviously willing to scroll. Can the same really be said of someone shopping for a luxury car and looking to be wowed?