Let me save you four hours and a brain aneurysm. Don't try to understand this. You'll come close enough to keep trying, but it will never make sense. You can try to follow the colored words, follow the grey words, alternate between them. Nothing works to make this make sense.. Human beings don't like that. It makes our brains fry. Reading this over and over again is basically like doing psychedelic drugs. Sure, it's not quite like it, but it's as close to doing drugs that a sign can be like.
I'll tell you one thing though. This sign is effective. If the sign's intent is to get people to go to the website, it's working. Since the sign doesn't give you any coherent information, you have no choice but to visit the sight. Genius!