Killing the biggest myth of web design
But how long must we infantilize the very people we're building sites for? Why must we make these blanket judgements about the way all users read, based on the dimmest bulbs in the pack? Can we not acknowledge that the web is now a pretty big place, and generalizing about user behavior is sketchy at best? Why not just talk about each site's particular audience? Where is the room to say, if I treat my readers like adults, perhaps they're more likely to act like adults?

If web writers and content managers could stop coddling their readers for a moment and challenge, engage, and interact with them instead, maybe people might just start scrolling, clicking, and, yes, reading their content.

After all, if you stand in front of a room and tell everyone that no one reads what you write online, maybe the problem isn't with the users or the medium. Maybe you're just not saying anything interesting.