In the brief panic between e-commerce being the future and it looking horribly like the past, the dot.com community discovered 'traction'. Previously, sites just had to attract 'eyeballs'. That didn't work, so they became 'sticky'. But if people were to spend, they had to be pulled deep inside.
Which is where 'traction' came in, a word from the age of steam repurposed for the age of hot air. Sadly, traction is also associated with nasty accidents and slow recoveries.