Website owners don't like CPC because the advertisers try to push branded ads that don't ask for a click (essentially free advertising). It was only with the advent of Adsense that CPC became acceptable due to super efficient targeting, and even then it's often used as a last resort to fill unsold space.

Advertisers want CPC/CPA because it allows them to sit back and get the publishers to do the work, whereas CPM allows the publisher to concentrate on their website's content rather than targeting someone else's ads.

I don't think anyone is purchasing on CPI anymore. What happens is with the multiple pageviews the odds of a click go up. It's not linear, so you won't get 3x the revenue on a 3-page article v. a 1-page article, but it's still an increase.

I've found Cracked is pretty bad with this. "Oh, you wanted to look at a Top 10 list? Here it is over 4 pages."