The tittle is a little sensationalist. This article should be about correctly informing and selling the product to the consumer. The conclusion should really be "don't think too much about the button" not "bury the button". If your single splash page really informs and sells me an obvious button is going to help. Nothing obnoxious, but there is nothing more infuriating than finding a product I like, and having difficult accessing, or signing up for it.
Agreed. I recall situations where I wanted to buy a product in the past and due to a lack of an obvious sign-up/purchase button, I left the site and forgot about it all together. Honestly, my favorite type of CTA button is one that follows me down the page. What I mean by that is that there's an obvious button at the top, but then inline with the content that explains the product (usually inline with the headline for that section's content) there's a button to sign up as well. No need to outright hide it, though.
