Hypothesis: 1. A more creative website by definition will take more attention to engage with than a less creative website. 2. Many users just "want the info"

Hypothesis: 1. A more creative website by definition will take more attention to engage with than a less creative website. 2. Many users just "want the info" with minimal attention spend. Hence the sites that take less attention to deliver the info will win - the less creative ones... Maybe?!?