That's a pretty good description of the mindset and the focus on the user's intentions also explains why adwords does so well. You intend to find something when

That's a pretty good description of the mindset and the focus on the user's intentions also explains why adwords does so well. You intend to find something when you're searching and are receptive to ads that help you do that, whereas you intend to check up on friends and have fun when you're on a social network. It's why ads that tap into the same intentions do well, like games, shopping, conferences, etc.