“If you frame your product as a novel toy people are going to treat it like a toy. They do not want to pay for that thing. But if you frame it as a solution to a problem then people are much more willing to pay — it attracts a higher willingness-to-pay customer. One of our videos got 41 million views, 4.5 million likes — but didn't convert.”

Frame the product as a problem-solution — a 41M-view "toy" video flopped on conversion

Their PDF-to-brain-rot experiment (PDF audio over Minecraft parkour) hit 41M views and 4.5M likes but converted terribly because viewers treated it as entertainment. Viral views are vanity when the framing positions the product as a toy; frame as a solution to a real pain (e.g. 'never miss a key detail') for conversion.