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I am reminded of Fernando who was famous for saying, "it is more important to look good than to feel good".
There is a lot of truth in that statement when it comes to UI. A good UI buys you goodwill from your customers and they are more likely to forgive mistakes (as long as they are fixed). Users don't want to type. The less keystrokes they have to make, the happier they are.
You might say a UI is just the packaging, but I truly believe a good UI buys you customer patience and goodwill.
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