As a reader you don't need that extra click to continue reading, you just keep scrolling. This will generate increased reading of your own editons and parts but also commersial parts published along the original edition.
This new continous reading is a configurable attribute in our ePaper. You can choose to keep the present behaviour with the "Show edition selections" after the last page, or choose to automatically show the next page. This new attribute is implemented in iOS and Android apps but will need for you to update your app/apps. We are planning to implement this function in the desktop-app as well during fall 2017.