so i thing that shows us that if you return a lot of cognitive juggling to the act of reading and whether it is just your frontal cortex flashing a little to click a link or whether you have ads running down the side of a column or all sorts of other things, you are kind of overloading our short term memory, which has a very small capacity, and you're making it much harder to comprehend the reading, understand it at a deep level and make all the interpretive leaps and jumps, give interpretive reading its richness.