I have just had to give some snr management some direct answers on indicator tools for SEO.
They also wanted direct answers on site: and what supplemental index means and want these figures collected on a daily basis ! Despite the caveats given and the advice on how to interupt them, they are now quoting these as new toys and making all kind of decisions even when other more reliable evidence is on hand.
I read this post on Jennifer Slegg's blog and instantly had huge empathy. Take a look
