It doesn't, that's just your fan club talking. It looks like a run-of-the-mill WordPress theme.
> Anyhow...
What you just said translates into "Design doesn't really matter." There is a difference between doing minimum needed not to scare away customers, and refining the design to appeal to both existing and future audiences. Latter is the case of why design matters, former is not. Former is just the same common business sense that dictates to not be rude to your customers or not use green on red text.