In several of the author's examples - like vertical attention - different studies show different results - or as new measurement tools become available, old tru

In several of the author's examples - like vertical attention - different studies show different results - or as new measurement tools become available, old truisms fall. I am all for documentation / proof in UX but at the same time the problem with vetting out ideas, or common sense "this worked for me " illustrations may keep you from testing that one morsel that puts your ux / conversion rate over the top.