"By capturing the current level of ease of use of the current product or website, a reference point is created that can be measured against in the future. It doesn’t answer the question of how usable is enough, but if the benchmark is done properly, it does enable someone to set goals and expectations around ease of use for the future."
"Users may be exhibiting banner blindness with marketing carousels. Marketing carousels might also not be providing relevant information to users. There are so many reasons why a marketing banner carousel could be ineffective that it would be unreasonable to suggest that the UI pattern itself is the problem. "