Good job putting these thoughts together, I think it’s a valid argument and tend to agree with what you are saying. Although, I feel like the theory’s application is mostly just to prove expertise to your clients/accounts etc. To me — the data proves that the data is indeed changing, but it doesn’t feel like the users are actually changing their behavior. They are simply being routed to their ultimate destination through a more direct channel. Any type of optmization around this concept seems to me like it would shift to the website itself, honing in on the UX and CRO qualities that retain and convert an audience.