The article misses the fact that the notifications all have a CTA "slide to view" but have no affordance to dismiss. I don't have an iPhone so I don't know how to dismiss those messages without viewing the app. My Android, though, always has slide-to-dismiss and click-to-view.<p>How many of these 40% CTR are from viewers who are frustrated that they can't figure out how to dismiss the message without clicking-through?