Thanks for the compliments, rdl! When it comes to designer codes, I believe that function trumps form. There is definitely no point to designing a code if it cannot be scanned quickly and easily. The code in the TechCrunch article should definitely scan easily across any QR reader on any smartphone. That said, it is nearly impossible for us to test every reader on every phone. Assuming a designer code can be scanned easily (which is a requirement on every designer code we create), the benefits of branding the code are tremendous. Scanthrough rates shoot up when you use a designer code, and they definitely have the ability to become the talk of the town. We will put up examples of designer codes on http://www.paperlinks.com in the very near future so you can decide for yourselves!