I don't get it, looks like the Wikipedia definition is not congruent: "...the Gruen transfer (also known as the Gruen effect) is the moment when consumers ente

I don't get it, looks like the Wikipedia definition is not congruent: "...the Gruen transfer (also known as the Gruen effect) is the moment when consumers enter a shopping mall or store and, surrounded by an intentionally confusing layout..." A bit below: "...is realized by deliberate reconstruction, providing a sense of safety and calm through exceptional familiarity." Can a confusing layout cause exceptional familiarity? or what am I missing here?