People don't buy products
Theodore Levitt, a Harvard Business Professor and an Economist, wrote back in 1960 one of the best articles in the world of business, an article titled Marketing Myopia (PDF link).
He said: People don’t buy products, they ‘hire’ products to do a particular thing. For example, people don’t buy a drill, they buy a hole. They ‘hire’ the drill to make the hole.
via socialtimes.com
how true.
the article is about the digg redesign - but most of all i love that quote.