There's a lot of problems with the conclusion of the results on <$30 of total spend especially without actually selling a product when the author extrapolates t

There's a lot of problems with the conclusion of the results on <$30 of total spend especially without actually selling a product when the author extrapolates to a sold product (vs actually giving a free one). But, if the goal is the download the yes this works. In large part because of why 'one weird trick' took off. It's simply different. Different causes our brain to pay more attention. The professional ad, just like all ads today are relatively ignorable because we've "seen it all" and are mostly annoyed by them. This tends to be why trends are cyclical. There are only so many things you can do with a specific medium. So, it's relatively expected that once a medium hits a certain tenure, it'll recycle on itself.