Let's say that, as you say, his wife is now frustrated with every other color wheel that uses the standard behavior. She now feels that his program is distinctl

Let's say that, as you say, his wife is now frustrated with every other color wheel that uses the standard behavior. She now feels that his program is distinctly better, at least in regard to color picker behavior than other programs that use what is now considered the standard. This is what I would call a competitive advantage. If enough users feel the same way as his wife, his competitive advantage will be so much bigger. This is why some programs are considered easier to use, or even "better" than others. It's the sum of these tiny little behavior differences that add up to a better user experience. Over time, some of them end up being standard. This is evolution at work.