This could have easily been a youtube short or whatever 'vine offshoot' is your particular favourite flavour.

On one hand, videos are terrible for accessibility. On the other hand, by being a website, in theory this stands a better shot. And yet, someone on a mobile phone probably has a much worse experience trying to consume this content than the equivalent as a series of shorts, one for each letter.

I don't know what conclusions we are meant to draw. I just found it an interesting realisation.