The problem is that he's assuming the primary goal of the site's UI is to make reading the content as enjoyable and efficient an experience as possible.
Sadly, that's rarely the case.
A site like Forbes gets paid every time you click through to another article. Once you've landed on an article and you're reading it, your value to them has been expended. Thus they have almost a diametrically-opposed interest to yours- you want to read the content uninterrupted, and they want you to click another link.