Yes. But Billions in lost revenue?
Heatmap testing in a pool for a specific UI, fine. But then to extrapolate that across the, well the entire world using public with a claim of billions in lost revenue?
Sorry, I don't buy that. And being attributed to purely the aethetics and not the layout, information flow, and the segment of population etc. Not for something claimed this high.
If someone had said that 'KDE users more productive than Gnome' there would be a massive outcry at, well lots of things.
But hey. This is the new world APP rapid design, 'fail forward' and all those wonderful terms that mean half arsed conclusions are used to make grandiose decisions.