This counterintuitive notion truly works with news websites. Does it work in the B2B Marcom world? I don't know, but I am intrigued with the Publishing2.0 article titled, "Drudge Report: News Site That Sends Readers Away With Links Has Highest Engagement".
The article concludes with an awesome question: "... what news site wouldn't want to be open in a reader's browser being refreshed all day, instead of hoping for drive-by referrals from aggregators?"
I ask, what B2B web site wouldn't want to be ...? This article is VERY interesting.