Never underestimate the element of surprise. I'm simply talking about adding a hint of creativity to the tools we know so well. I'm talking about making things a bit more sexy. This isn't just a fatuous matter of taste. It's a matter of understanding where your site visitors' minds and tolerances lie when they encounter your product onscreen.
Online users know the technology.
What's more, the rising generation craves constant diversion, change, surprise, and innovation. And your job as a brand builder is to harness consumer interest in your product. I can tell you one thing. The sites that offer surprise and creativity will be the ones that capture consumer attention and brand loyalty. It's just another way to build your brand by appealing to the heart instead of the intellect.