GMAT Sentence Correction (SC) | Articulate started the e-learning blog, where the theory was simple

Articulate started the e-learning blog,where the theory was simple – consumers showing a greater willingness to buy its tools if they find multiple uses for them.


Where should not be used to refer to things other than places. Here we are giving an additional information about the blog so where is inappropriate.
Further, the modifier "consumers showing a greater..." doesn't make sense. Here what follows dash is essentially consumers+modifier describing or modifying consumers, but
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