In general, if a special effect does not make your page more clear, or provide better access to information, it is getting in the way of whatever information your page was set up to provide. Eschew the tempation to show the world that you can clutter and waste user's time. Davidow's web tips Never include page elements that move incessantly. Moving images have an overpowering effect on the human peripheral vision. Users have realized this and are now avoiding design elements that move in the belief that they are probably useless.
Many marketers are in denial of the plain-spoken message communicated by the data.
They would like advertising to succeed on the Web just like it was successful in the old media they know how to deal with. So they keep running banners even though they don't work. I say, let's believe the data and move on. . Anything that reduces the prevalence and usefulness of cross-site linking is a direct attack on the founding principle of the Web. Any time one of your old URLs stop working, you are throwing away business.