I saw that post, but wasn't sure about it. I mean, plenty of people drop off before 30 seconds. Why would anyone stay for 30 and run? That's just weird. People might skim if they want to get through a lot of articles in a day, but that's got nothing to do with the 30 seconds. And if the article's really good, they'll want to read it properly, so that's up to us to make stuff good.