Your points would be valid if we expected to push certain pages at consumers based on their mode. For instance, if this was like a restaurant, guessing what plate of food someone would like without asking them. Instead, this system allows for us to array various foods — buffet-style — and let them find what they want and take it.

It’s a bit of a strained metaphor, but it’s appropriate. In direct response, there is a maxim that “The more you tell, the more you sell” (within reason!). Of course, web sites don’t allow for lots of copy. The trick is to dangle “samples” of selling arguments and objection-addressing information in a way that is manageable — so people can be drawn to what is important to them, while ignoring the rest.

Sort of like how someone who is a vegetarian ignores all of the red meat on the buffet’s steam table!

So this two-dimensional model is merely a system to anticipate all of the different ways someone might deal with the stresses and information requirements of buying something. It helps the chef to organize the buffet so no one leaves hungry! Could it be chopped up differently? You bet. But if the buffet is organized properly, you’ll more likely find that your restaurant successful.

People don’t know if they’re TRULY logical or emotional decision makers. Many of us love to say we’re logical decision makers, but we’re often not.

It’s an appealing 2×2 matrix, but just not supported by reality