Clearly this argument is recognizing that there is a noticeable percentage of people who go to the ballots clueless and will vote for the guy at the top of the list (especially if they recognize the name). The solution isn't to give that top position to the 3rd party, to alternating parties, alphabetically or anything else arbitrary. The solution is education of the voters. Provide candidates' platforms, candidates' voting records, etc... to the public weeks before the vote and make them available at the booth.

I could see this being an issue at the State, County and Municipal Levels.

Voters are for the most part lazy. They don't personally research candidates, they're certainly not going to search them out very hard on a ballot.