There is that pat-press technique, and I use that w/ eye serum and eye cream, but that's after I've already smoothed in any treatment or other moisturizer - face, all around eyes, neck & chest.
The massaging action is wonderful for skin stimulation, and I believe, as you said, things absorb better, plus you get that facial. (For lymphatic massage, which gives you glowing, vibrant skin.)
The only reason I pat-press the extra support around eyes is to also give my eyes lymphatic massage. I have no lines around eyes, and also no dark circles.
Not so much what you use, but technique is everything!