This goes way beyond the ‘page’ or a site. It also points to the kinds of layers that make up most of mass communications. Consumer experience stretches into product design and brand behavior – even to personal representation of a brand through employees.
When most of the ad biz operates in shallow depths of user (ie; consumer and market) experience, a mere 2 levels deep, it’s no wonder so many will get ‘confused’ by systems thinking that goes beyond the obvious.
If the business doesn’t quickly connect though the depth and restructure its approach, other systems-orientated models and industries are sure to take its place.