Eh, sites still just play long videos, but muted—expecting that your attention will be inevitably drawn by the movement, and you'll enable sound. It's just part of all the flashy junk immediately distracting the visitor from whatever they wanted to do on the page.

Instead, videos shouldn't play unless they have a ‘muted-forever’ attribute, with no way to enable sound. This way they will be the same as GIFs, but with better codecs.