This is a great question, but I am afraid their is no one answer. With kingsnakes, as least some types of kingsnakes, pattern migration is indeed evident. But it not so evident in other kinds of snakes or lizards.
I work with monitors, and some monitor species are so prone to a loose set of color or pattern, that is very difficult to line breed.
They tend to throw a range of colors and patterns in an effort that something will survive in a natural habitat that is constantly changing. An example is, most of the smaller monitors come from oz. Oz. is known for its extented droughts and wet years. It appears these monitors have found methods to cope with this variable weather. (not to be confused with a changing climate)
I mention those become some species of reptiles appear loose when it comes to this subject. That breaks us back to kingsnakes. We all know kingsnakes are "loose", that is, they have many pattern types within the same species. Also a wide range of colors and patterns in a givin local.
Let me get to the point, I believe with kingsnakes and varanids for that matter, color and pattern could very well be effected by enviornmental conditions. With small lizards this is very easy to see. I have examples if anyone cares to entertain them.
I published this many, OK, several decades ago. The example I used was; I had a pair of devils river alternas(exceptionally nice ones) that I personally collected, so I knew their actual history. I bred that pair for many years here in Tucson. They had a range of color type that I considered normal. Then I moved to Seattle(work at zoo) for a couple breeding seasons. There, the same pair had a totally different type of offspring. There offspring actually resembled another local. Then I move to New Orleans(again a zoo) for another couple breeding seasons, here the same exact pair threw an even different appearing offspring. Then I moved back to Tucson(heck with the zoos) then that pair threw its normal to Tucson type of offspring.
I had a unique set of circumstances that allowed me to see what conditions can do. We also know that incubation conditions can effect color and pattern before it adversely effects the health of the embryo.
So yes, as already mentioned, natural selection is a prime factor, and lets couple that with external varying conditions.
Also if you do some research, you will find that in many animals, including humans, there is some radomness in skin color, hair color and eye color. Of course, there is also genetic links, but again, some radomness.
For instance, a cloned animal often has different color and a different pattern then the individual it was cloned from. This sorta shocked me.
Lastly, color and pattern in reptiles is their quickest changing trait. As the enviornment changes and its constantly changing, both in the short term(weather) and the longterm(climate). The most obvious need for change is in this area.
Its very obvious that fires, floods, droughts, rain, all change the "look" of a local. These events occur very quickly, so in order to "stay current" these types of animals must have some tricks up their sleeve.
I believe a "loose" trait like color and pattern is a strong advantage for some species of reptiles. Not all, thats why there is no one answer.
Besides, its only humans and mainly ones in cities that think they are suppose to look a certain way. And all the time.(see, I really do have to say something rude) As my field partner said last night while we were out in the field. FR has taught me one thing, these animals "are what they are" not what we think or want them to be. Cheers and I hope this makes some sense.