As a student of UX, this is an extremely comforting article. I know that UX design is a fairly new field, but I'm a firm believer that every product and every service needs to dedicate a majority of themselves to user experience design. It doesn't matter what you do or how great you think you can do it; if your users don't get it, it will all be for nothing. As Susan Dray once said,
"If the users can't use it, it doesn't work. "