Excursions by Amit Gawande

Infinite scroll can be disorienting, uncontrollable, and can cause your users stress (…) UX people shouldn’t consider infinite scrolling as a silver bullet to solve their pagination issues.

It’s worse when they load a new article when you reach the end of the current one. This is a hostile behavior towards your readers when you force articles to him/her in your quest for maximizing ad revenue via page views.