... lemon. Another shopper, who exhibited the same behavior of going directly for the reviews, told me why they rarely look at the other content on the page — the wealth of content like the manufacturer’s ... and, increasingly, represented on the Web. We all have to ensure that the society we build with the Web is of the sort we intend.” — Tim Berners-Lee, Weaving the Web 1 1 http://www.w3.org/People/Berners-Lee/Weaving ... That’s the content people want. The page loads, the viewer starts to scroll. They keep scrolling until they hit the reviews, which in some cases are up to 6000 pixels down from the top of the page!...