The Spoiler Paradox
Essentially, although people complain a lot about spoilers and go to great lengths to avoid them, some research suggests that most people actually enjoy a story more when they know what’s going to happen.
The explanation given is that once you know the ending, you’re more comfortable processing it and can concentrate on the other aspects of the story (I suppose it all also means that people shouldn’t really write reviews after the first time viewing or reading something. They should wait until a second or third time to see if they still feel the same way or understand it better. Unfortunately there’s just a lot of stuff out there, okay?)
But, I don’t think they’re saying that you should put spoilers at the beginning of every story. Rather just simply that good stories are the ones that are good even if you’ve heard them before.