"Many goals set in marketing are unrealistic. They are therefore doomed to failure from the start. Such romantic marketing dreams include sustained growth, brand differentiation, persuasive advertising, profit maximisation, and knowledge management.

"Instead, the value of making web content 'linear' is to present interstitial ads to the 'unique user' between (in this case) list items, or between over-paginated features or web galleries.

RSA Animtes - Sir Ken Robinson's famous TED Talk.

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