I feel the same way. In fact the idea of "flipping" the funnel is not new. Seth Godin wrote an ebook on it: http://sethgodin.typepad.com/seths_blog/2006/01/flipping_the... It's a lot easier for sales and marketing manager to think about conversion in terms of funnels, so a lot of analytics startups (kissmetrics, mixpanel) have it as a standard report. It seems that using a strong word like hate gets you attention; hence clicks.