That's a bit different since those are separate chunks of content rather than running prose (and they're mainly meaningless marketing fluff anyway). I don't find it all that annoying compared to the original article.
It's not as bad because it's a much faster fade in, but I still find it incredibly obnoxious.
It's still incredibly insulting to waste the user's time trying to force them to read the page sequentially instead of being able to immediately scroll to the chunk of content they are actually trying to find. Especially if it is not the user's first visit to the page.