Binding of the SDS to the polymer via two mechanisms - monomeric anti-cooperative and micellar cooperative - leads to surfactant-concentration-specific macroscopic changes in the viscosity. Binding of the surfactant to the polymer drives a conformational rearrangement, and an associated redistribution of the polymer end-groups and linker associations throughout the hydrophobic domains. The composition and size of these domains are sensitive to the polymer architecture. Therefore, there is a complex balance between polymer molecular weight, ethylene oxide block size, and number of urethane linkers, coupled with the size of the hydrophobic end-groups. In particular, the urethane linkers are shown to play a hitherto largely neglected but important role in driving the polymer association.