Sometimes these are humorous or satirical, sometimes not. Notes in a Bottle began life as a book, but like a lot of things on the Internet, has morphed into new forms. One recent change has been the inclusion of material from additional writers. If it isn't a button, it isn't for clicking. Text is for reading.
Pictures are for looking at.
If it's in color, it's a synopsis or title. Primary-level text is always colorless. The site uses a modular structure that lets material be combined, grouped, and browsed in novel ways. The format was originally a response to the conventional wisdom that people wouldn't read anything longer than 350 words on the Web. Adding concise synopses to the sections, and displaying these synopses in outline-type form, also allowed people to skim and read selectively, without fear of missing anything they would consider significant.