I scroll the page to keep the text I'm reading at a relatively consistent height.

I don't read the entire length of the page before scrolling, I read a paragraph or two before scrolling.

When I read a book, I don't usually put the book in one place then read down it, I'll often move the book up slowly to that it's always in a position to read where my head/neck is comfortable.

I, for one, am glad that the world doesn't scroll this way.