Haven't watched the whole thing yet but it's pretty informative
I actually have some faded text on my bosses web store, "BUY NOW" or "SHOP SAVE" (64 - 70 point font) are tiled all over the background image at 3% opacity which is barely visible only if you are looking for it LOL. Although I have not ran any control trials to compare business with/without it there seems to be a small percentage of people who buy and pay, then immediately email us to cancel without explanation which would indicate a rush or impulse purchase.
Are there any laws against subliminal text messages that aren't evil or sinister? People will also truly save money buying there so it's not false advertising either.