Two simple examples. Both from the online world though. Example one For hardcore gamers the multiplayer option online is a big draw. It provides them with an opportunity not only to put their hardcore gaming skills and intent on display but test them as well. For the layman multiplayer option is a given. Nothing much to think about. Rather it's obvious, the more the merrier. True. But what is obvious for the layman is hard work with a lead time of 18 - 19 months to ensure smooth and flawless multiplayer experience to the hardcore gamer. Example two For a hardcore online shopper who thrives on best bargains and deals, a smooth and hassle free transaction is what matters. It's a given. The more user friendly experience he/she has the more he/she is going to keep coming back. Each minute matters and counts. The faster the transaction the better. It's win win for both. It's obvious. Whats not obvious is the fact that there are thousands of engineers wor