There are two hallmarks of an application that differentiate it from a data service:
1. Earth observation is a minority of the data that it manages and maintains
2. Users are not just presented with information, they are prompted to take action
I would argue that levels L3 and L4 are probably falling into the same trap as the data feeds I described in the blog post. Do you know if USGS publishes download metrics are available for each dataset associated with Landsat, for instance? I bet if you made a ratio of time/investment to downloads, you'd find L2 outperforms all other categories. But I could be wrong; I have never seen the download data and don't know the relative levels of effort to produce each dataset they offer.