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Think it was when they realised the interweb was the way forward.
It's nicely done, eh?
NYTimes has done some really nice interactive articles before, maybe that's where the influence comes from.
really like this mix of "print" look/feel but with interactive elements.
They did it since everyone decided to jump on the hype train that was the new DP album.
This kind of stuff makes me finally think that design for web might actually be interesting and exciting and can finally break new ground in a manner that is both appropriate to the medium and useable.
Its taken a fucking long time to get here though, eh?