Nope, you misunderstand.
My comment was referring to the content of the article, not the writer(s).
"Mystery Meat" is the old, already existing, name for this way of building webpages.
If i arrive to a page, and all i see is "bla bla bla" in the middle of a 2560x1440 pixels huge blurry image of someone drinking a cappuccino (or whatever).
Am I then supposed to start hunting around to find out if there is some kind of hidden navigation, or more hidden content on the page, or any more pages on the site?
Of course not.
I usually just leave.
This is a moronic design fad.
Either you want people to find your content, so you don't hide it.
Or you want people to NOT find your content, so you hide it.