Doh!
Force-feeding is regarded as a form of assault or even torture in civilized countries. Doesn't that give them at least half a clue?
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Journalism academics have published a study asserting that people are more likely to "understand, remember and emotionally respond" to web news and information which they have searched for than stuff they have "surfed". In this case, "surfing" means looking at content selected for the user by others, as when going to a news …
"If the cognitive and emotional impact of online content is greatest when acquired by searching, then Web site sponsors might consider pushing this content out of the visible area of the view pane and filling it up with advertisements, instead.
After all, if you make them search just that little bit harder - even after they thought they'd actually found your content - then their cognitive and emotional response must surely be heightened even further!"
Do you want chips with that cod psychology?