Yeah, it is definitely whacked for desktops, and I know it's supposed to be somehow good for mobile, but I don't get that either. What's the theory behind it improving the mobile experience? Is it supposed to save bandwidth or something? Because I'm not sure if it's loading the content on scroll or preloading all and merely animating on scroll.

Either way, bandwidth is becoming less of a problem, so I can't see why we'd be launching new design trends to address it.