Webpage reading time

A post by Dawn Schlecht over at Career Foundry caught my eye. Under the page title '5 Big Differences Between UX And UI Design' lies a small but interesting statement; 'Length: 7 minutes'. To my recollection this is the first time I've seen a measurement of how long a page will take to read. But it's genius. I, and many others get captivated by a headline, only to click on it, scroll down and realize the article is too long to dedicate yourself to. If every headline had a measurement in minutes (because who these days would read for an hour) then we will select our reading material not only based on it's content but also by its length. People reading only the shortest articles will no doubt be an issue. But as a consumer this feature will allow us to read more pertinent material per day and less of the non relevant.