This frustrates me incredibly. When I am online, I am not reading a book. I do not need to "turn pages." I wish to use the lovely invention, "scrollbar," as this is a highly efficient way of scanning text and images at a rapid pace without having to wait on each page segment to load individually. I realize that this is probably a devious way of increasing the ads-to-article ratio, but seriously they could just have the ads rotate (if they can do it on the electronic billboards I know they can do it on a website!!)
I'm serious. I do boycott products that give pop-up ads, especially the pop-up-on-mouseover kind or the float-downward-with-the-page kind. Back in undergrad, I cancelled Netflix because their popups annoyed me so much.
I also boycott products with really stupid commercials. But that's a story for another day.