Meta to the article itself but this SumoMe stuff is incredibly annoying. It breaks the flow of reading. There are highlights on here which end in the middle of a word [<a href="http://i.imgur.com/6zQjwvW.png" rel="nofollow">http://i.imgur.com/6zQjwvW.png</a>]. And now I just had an email-newsletter popup occur halfway through reading the article.
I'm curious to hear more about the 'reality distortion field'. You say 60-80% of people failed to use the tool - what was the basis for continuing on? Did you have a plan to mitigate the visits to other sites? When was the next time you tested and what were the results?