Mark Relph, our team lead, found this nugget of wisdom on Hugh MacLeod's blog. I agree with him - it sums up our mission and why User Experience and Experience First applications are so very important!
I'm actually in the middle of a speaking tour across the country on Rich Interactive Applications (RIAs) and this is one of the key messages we're trying to bring across. It's all about the user - making him/her happy to use your application and making him/her more productive with the application. People are spending as much time building the right the experience for the software as they are on the functionality of the software. And that's a good turn of events.