by reading faster? I mean the examples are pretty compelling and it did feel like I was reading faster, but at the same time their goals are at odds - faster reading doesn't necessarily mean more attentive reading, or being able to absorb more information.
Still, interesting technique. I just wish they made their examples / comparisons actual text instead of images; surely they can just write a snippet of JS or some HTML to render the effect in the browser itself. Or would that be giving up their secret sauce?
Also if any of the authors are here, please get rid of the "small text in between big text", I'm not sure if I need to read the one and then the other, or refocus my eyes on the big then the small text.