I totally agree with you. Once you're registered and using the site I do provide the entire recipe on a single page. Then when you're ready to cook it goes into the single step by step mode. For the demo page I was trying to show off the step by step mode and didn't even think about how that would come across. I'll have a rethink of how I display the demo. Thanks!
I believe you should have read the article. It discusses $30 million in lost sales due to the packaging redesign. It was not talking about the costs to do the redesign.