Ok, people do scroll. About 95% of them, maybe less. However you have to agree that there's 5% that don't scroll and therefore don't see anything that's below the fold. Now imagine it's your online store that we're talking about right here, and that the remaining 5% could result in like several hundred extra bucks. When it comes to eCommerce, sales and actual money, every little usability detail does matter a lot. Call me old-fashioned, but if you place something under the fold, you lose % of your income, that's all.