this kind of thing is good to write a blog post on, but when else is it useful? I think it is irresponsible to choose "_awesomer_" over "scalable, readable, fully tested" for anything that is supposed to be production quality (don't know the status of the particular project in question).
You may end up with non-scalable, unreadable, and/or untested code in a production system for a number of reasons. Some I can think of off the top of my head include performance and schedule pressure. Introducing it for fun sounds like bad news bears to me.