“Here’s a question for you: would you agree that creating a great user experience should be the primary aim of any Web designer? I know what your answer is and you’re wrong! Okay, I admit that not all of you would have answered yes, but most probably did. Somehow, the majority of Web designers have come to believe that creating a great user experience is an end in itself. I think we are deceiving ourselves and doing a disservice to our clients at the same time. The truth is that business objectives should trump users’ needs every time. Generating a return on investment is more important for a website than keeping users happy. Sounds horrendous, doesn’t it?” (Paul Boag ~ Smashing Magazine)