Agreed. It's hard to believe that marketing pages, after decades of evolution and testing, haven't landed on what users actually want, rather than what they say they want.

Scrolling is such a natural behavior for internet natives. Being able to leverage a large screen to visually compare things has its place, but the article uses a horrible example:

> Our condensed product page prototype took the same information from the original dispersed page and arranged it in a 2x2 grid that allowed users to compare multiple services simultaneously, without having to remember the details of each service.

What's to compare? They're disparate services.

I do like the example of the product specifications. But that was more of an objective usability issue: requiring more clicks for more information.