You take in the first few sentences and realize the author is making a counterintuitive argument that clashes with one of your long-held but not-that-vivid beliefs. What’s more, it’s fairly convincing, or at least worth pondering. Through data and prose, you are being forced to take stock of your own mindset, and the opinions therein lack basis and form. Your guilt mingles with your confusion, becoming rage. Just as the post is about to launch into a damning series of graphs, however, a pop-up ad featuring a beautiful half-nude couple on a tropical beach blocks that very section of the web page.