The 22.4% landing in Direct instead of Organic is a big enough share that a team reading only channel dashboards could easily undercount what their cited content is doing. The swing from roughly 16 to 17% of organic sessions at the peak down to 2 to 4% later is the more useful warning, since one month of reporting could support either story. Good that you flag it as one brand over nine months rather than a benchmark, because that keeps the numbers honest.