Rich enough to care about UX?
funkykaraoke.com
funkykaraoke.com
It is indeed a quite complicated problem and one blog post is not going to explain the matter fully :)
Imho: There are two types of services. Thr one solve a pain the other provide pleasure. First is described in the article. Second relies by its nature on UX
Here is the challenge - why would someone buy Evian or San Pellegrino when they can buy a gallon of "normal" water for a fraction of the price?