Definitely needs tweaking (use more of the blank space), but I disagree. Scrolling is much more difficult on the eyes, since you need to track the last line you read as it moves vertically. Do this 100 times in a row and it gets pretty annoying.
The effect was you can read as you normally would but lines are stationary so you don't have to track them. You'd reset your eyes to the top of the page after finishing one. Not sure how I'd track it down sadly.