This assumption holds for business decisions, but consumers are people and are capable of having experiences. I can love or hate the experience of using a product — that's a fundamentally different kind of evaluation that happens while I'm using the product, not after. A car is useful if it gets me from A to B - that means I get utility from it once I've arrived at the destination. Getting to the destination matters, but so does the journey. If I hate driving the car, if I feel stressed out and exhausted while driving, I'm going to value that in a way that a business won't and can't.