mad libs style forms

Luke Wroblewski just wrote about registration forms styled like mad libs and how in a recent A/B test with them they increased participation rates from 25-40%. I guess it’s a range because of separate tests?

Very interesting result and innovative, plus more fun. I wonder if the style feels more brain balanced as well as being more childlike. The current neatly-organized rows and columns of most web forms feels more stereotypically left brained. Whereas mad libs might feel more right brained and emotional, hence the sense of fun. But then if the form in question is not intended to be fun, it would be better in organized columns.