In choosing the color of a single toolbar on one of its sites, Google served up pages with 41 different shades of blue to see which one people were most likely to click on.
Madness string 1422
The concomitant question of whether one could successfully invoke the wrath of God upon a non-unholy creature in the honest-but-mistaken belief that it's unholy is, of course, theologically fascinating - and, incidentally, heretical. Seriously, don't wonder aloud about that sort of thing within earshot of a deacon; that's a good way to get Inquisitioned.