> "We weren’t surprised to see such a wide range because the outcome of any benchmarked design project depends heavily on the following factors:" I would have

> "We weren’t surprised to see such a wide range because the outcome of any benchmarked design project depends heavily on the following factors:" I would have expected to see "users are becoming more savvy and sophisticated about UI's", as well as something along the lines of "Many experiences and sub/micro experiences are becoming standardized. It's difficult to optimize that which is already perfected."