Designer Oliver Reichenstein on the redesign of Information Architects:
In the course of simplifying the site, we connected reading time to the scrollbar.
When you scroll down, "Reading Time x Minutes" turns into "Remaining x Minutes" At the end of the page it says "Thank you" and offers the choice to go to Home or to the Blog Article Overview.In order to not disturb the continuity of reading the reading time counter stays hidden if you scroll less than 1 1/2 pages.
This is exactly the kind of obsession the web industry needs. Not for every job or every site, granted, but you need an outlier to change the game.