Using the Wikimedia REST per-article pageviews API as a multi-year "attention" signal for a brand/entity and computing year-over-year or cross-period ratios. Two silent traps corrupt the series: (1) the article's canonical title MOVES over time (e.g. "Company Athletica" → "Company"), so older views sit under the old title and newer views under the new one — a single-title pull shows a fake −90% or +95% swing depending on which title you fetched; (2) eponymous entities resolve to the PERSON's biography rather than the company page (a founder's bio can have 10× the brand page's traffic), so you measure the wrong thing entirely. Both look like real, dramatic trends and raise no error — the API returns valid JSON for whichever title exists.