[willgodfrey]

I agree, for the most part.

However, I want to note that by following an effective trend, the "two-sentence landing pages with an obvious call to action" in this case, isn't there a chance that one might be missing an even more effective/efficient way of doing things? Sure it works, but does it work the best?

   >I guess the inverse of the advice is "Don't refuse to do something
   >just because it's trendy -- base your choice on whether or not it
   >makes sense."

Also couldn't agree more, I think there is a really fine line between innovating because you think you can do better and innovating because you want to avoid the trend.

*Edit for formatting, I am new here.