You read lots of people talking about how to write for the web, that people scan and search vs. linger and pause. People don't work through content in a linear fashion. Furthermore, people parachute into your page from 20,000 ft, and run off into the bush as soon as they land. People literally browse the web.
Today I came across a great example of this. Here's the Jay Z/Radio head mashup, Jaydiohead. Check out the number of times each song has been played, as a function of its position in the list (and this is a short list!):
Here's that song-play data so you can see the progression more easily:
If you were looking for a good definition of the word "wane" this is it. Just so you know, that's happening on your page too.