When you are scrolling through your newsfeed on Facebook and see an interesting article someone has shared – a dispatch from a war zone from the New York Times, for instance, or a listicle about the top five reasons why flossing in your 20s is better than flossing in your 30s from Buzzfeed – you are burdened with the task of clicking on that link and waiting a few seconds for the article to load. Now imagine a world in which shared articles are posted in their entirety on Facebook, much like the videos that automatically start playing as you scroll down your feed, which would mean that you never even have to leave the Facebook universe to read whatever your friends are sharing. Whether this sounds great or frightening probably depends on whether you work in the media industry.