Why are Web sites perennially torturing readers with modal dialogue boxes, pop ups, articles spread across several pages? Why would anyone want to go back to that site to read something else?
Who is your customer, the reader or the advertiser?
What we’re witnessing here is the first wave of the second world pop-up war. Those of us who lived through the first one can only describe the horrors to our disbelieving children. This time though, the pop-ups are winning because we don’t yet have the tools to fight back. The web has seemingly evolved into something that actively antagonises people — why would anyone in their right mind hide the content that visitors are there to see?