Most of us grumble when running across a frustrating UX experience online (like not being able to complete a transaction because of a misplaced button). We might pen a whiny tweet. Jason Grigsby is like I’m going to write 2,000 words on this and show them what’s what. And of course, he has a strong point. An out-of-viewport button that you need to press to complete an order, on a checkout experience for some major restaurant brand, even with estimates that are conservative at every angle, is worth millions of dollars in lost sales.