> They don't endlessly complain to Zuckerberg that their business's page is slathered in Facebook Blue, but if the Web site's buttons aren't the precise shade of mauve that matches their CMYK offset press business cards, they pitch an unholy fit.

I, for one, am extremely skeptical that the intense focus on making sure every little thing on every page or app is "on brand", and the significant costs that preference incurs, has positive ROI. Nonetheless, every company seems to have become obsessed with it.