In your opinion. Being someone who hates these autoplay videos on news sites I can also see that examples like OP's are a valid and when done well interesting new firm of story telling.

It is imho very valid to experiment with new forms of multimedia mixed stories.

And just because some people abuse features that enable this we should not try to stifle innovative ideas as a whole imho.

I just don't use sites that do this anymore. I mean the abusal part.