I’d say the purpose of the “site title” is to: show the site title.
Users expect it. It’s a visual reference that has a snipped of useful information. But they’ve taken it away. It is gone.
Even in the screenshot you used in the article, all you can see is “Don’t…”. What use is that?
They can stand out in other ways — like design, headline or content (which InVision’s work really does).
Using the rationale that it stands out — we should introduce flashing text to pages again.. Why not!
I LOVE InVision, don’t get me wrong. And I agree with everything else you wrote (great article!) But “Smart Site Titles” is a cheap gimmick to me. Sorry InVision!