I was going through the job hunt game last summer and I learned that these days most resumes do not make it through the auto-screen software. That's why I wonder about these novelty resumes - they assume a person reads them, which seems to be pretty rare.
From what I can tell from a basic knowledge of search engine technology, the tech in these HR tools is a big pile of suck. But the HR people have no idea that their tool is basically arbitrary and does not generate the best resumes for the job they need to fill. What they do know is that the search engine takes a big unmanageable electronic glob of resumes and spits out a small, manageable number, which appear to be more or less relevant to the job they advertised.
It's frustrating for job seekers because with no rhyme or reason to the screening software, there is no way to know if anyone ever sees your resume.
I have better than average skill at formatting things for business use and used to rely on my slick looking resume to get me in the door, but last summer I used a text resume with very little formatting to feed to the very dumb machines. Then I had a nicer one on my website and linked in that a hiring machine could download and print.