I think they could look cool lit up at night. But right now it looks out of place and just odd IMO.
The problem is where is the traffic from I-35 going to go right now. People who don't know the area aren't going to go all the way to Duff to eat etc and the only thing off of I-35 is Theisens and a horrible Kum and Go. Currently there just isn't any sort of businesses to draw them off I-35 at that exit. That of course can and probably will change over time.
Not sure if it will "draw people off I-35" because you won't see them until you pass the exit going south. And if you try to exit going north after you see them, you will probably wreck. I think it is more about creating a sense of inclusion for that area, namely that Ames starts at I-35.
Hopefully, we can wrap the blue with cardinal and gold during football season!