While I do agree that keeping things simple is the best solution, there's an exception to the rule when you have niche products. For instance I am using this private site called ideeli and they use " I want it!". They are very successful in making woman buy and I do thing the syntax is very appropriate. While you can't see how this button looks like because it's a private site, here's a screenshot http://picasaweb.google.com/lh/photo/aVva34y5gSqnmGvrXNlNhA?authkey=Gv1sRgCOe-ppXJqqbHsQE&feat=directlink
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