The misconceptions about nonhuman/invalid traffic (NHT) seem like a problem brewing. There's an arms race between the NHT guys (e.g. ad fraud networks) and the guys trying to detect it (e.g. ad providers). Meanwhile, a lot of people are using analytics to inform decision making assuming most traffic is legitimate (e.g. news organizations, anyone doing A/B testing). The guys naively using analytics with weak feature detection may be totally unprepared to deal with nonhuman traffic from repurposed networks which have been optimized to defeat the more advanced countermeasures =/