Well, this is really the problem. The fold really only becomes a huge factor when you're trying to win someone's attention in that snap "does this site have what I need" judgment; once the user's mind is made up that, yes, this is the right place, it becomes largely irrelevant.

But somewhere along the line, a useful guideline for getting people to stick around and explore a page or a site morphed into a hard rule of "never have anything at all below the fold, ever". Which is frankly stupid.