Would you be able to share with us directly in a private message (so that it's not public), or is this something you cannot share at all without a NDA?
This new message it sounds like you are now trying to build out a segment (even if the collected data may not be as expected), which is a good strategy...
First, what dimension are you using for your URL.. one thing to consider there is if you are using an eVar, depending on how the expiry is set, you may be carrying a value forward to additional server calls that is unintended as well.
Now, for your segment, you need to be aware of the scope... in this case, I would say it should probably be something like:
HIT level
url does not contain "pepsi"
and
url does not contain "sprite"
and
....
While you can use the "does not contain any of" I actually find these rules more cumbersome to use, and for long lists of values, they are harder to read because it's such a small input box.... I tend to specifically use OR / AND clauses and keep it broken out the "old school" way 😛
Also, does not contain any of needs to be a very specific format "pepsi sprite" (space delimited, no commas, etc)
Make sure to check the preview in the segment builder showing last 90 days.. this will help show you the values going down, if they don't then you either don't have that data (which is fine) or the rule isn't accounting for it properly.. if the numbers start going back up, as you are trying to remove things, then there is a logic issue in the segment.