My opinions is that the way Ashley Madison uses it, and the way you used it on your ad for them, works well. That's because in those two examples the center is completely filled with something else and the effect is barely noticeable around the margins of the item that someone is actually focusing on. I think some effects work much better when they're not so noticeable.
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"If you're happy and you know it, think again." -- Guru Pitka
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