For something to be unconventional, there needs to be the understanding of conventionality. The web is built on Hyperlinks and UI/UX are its languages of interaction, whose patterns have been learned throughout years. The big challenge in advancing that language is to not interrupt established patterns, so the interaction won't be perceived as broken. Turning a Hyperlink into a two-click experience is quite a statement, so people respond.

Besides, "amazing art stuff"? Please, it's an aggregator that links to experiments in interaction design.