Do you want your sister / brother marketeers worshiping your every single tag, email, insight? Well then widening may not be the answer to that but it is most certainly a step in the right direction. Regardless of the industry vertical there will always be a need to add more and more context. The widening procedure may be considered, and usually is, as a pure technical nuisance yet the benefits, if done properly, are enormous. Help your colleagues report faster, understand better and act with this easy to digest data.