I like the premise of this a lot, but it seems to me that the setting that the author chose (some UI element of a website) is one of the worst possible settings for this: what matters a whole lot more than if your button is red or green or blue is some modicum of consistency.

If you're constantly changing the button color, size, location, whatever... that is an awful experience in and of itself, is it not? If the Amazon "buy now" button changed size / shape / position / color every time I went to buy something, I would get frustrated with it pretty quickly.