"People don't lean forward and squint at web pages to figure out how
they work anymore. They instantly recognize -- within 100
milliseconds -- which class of site a page belong to -- search
result, retail browse, blog, newspaper, spam site, message board,
etc. And if they don't recognize what kind of page they're on, they
generally give up and hit the back button.
Our news pages didn't conform to any standard metaphor. Some people
thought they were search results. But they weren't, our pure news
search was a separate section of the site. Some people thought we
were a newspaper, with human editors. Some visitors thought we were a
blog. But our news items didn't behave in very bloggy ways. Most
people just didn't know who we were or what the page was trying to do."