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Not sure that I totally agree it can take away from being effective. Seems more like a conversation between traditional and non-traditional. The brand makes a lot of difference to what is expected and what they can get away with. I think the BS metrics are winning concepts for a lot of people now.
Having that type of delineation is interesting to some extent. But it's bs on its own. The only metric a company that wants to stay in business would care about is effectiveness. Having something go viral can be fun, but if it doesn't result in anything for the business, it's just a waste of effort.
I think we care for a mix of both but of late the 'BS metrics' have been much more important in measuring how scaleable the idea was and moving forward from there.