TL;DR for anyone wandering by: > We hypothesized that PS would improve UX, which is defined in this study as the emotions that are aroused when a user interact

TL;DR for anyone wandering by: > We hypothesized that PS would improve UX, which is defined in this study as the emotions that are aroused when a user interacts with a product or technology. The PS website was perceived to be more fun than the no-PS website. With respect to perceived usability, enjoyment, satisfaction, and visual appeal, there were no differences between the PS website and the no-PS website. Great that someone formally studied it, though I'm a little put off by their subjects demographics as compared with potential customers of any given business. That is, I feel like students at a university are more adept at using interfaces than "the average user" who is going to be your potential customer. 1/5 factors they tested did signal added value, the 1 being "fun". More fun, but not more usable. I'm not yet convinced that fun correlates to sales in this context as much as usability, ESPECIALLY once the initial wow factor wears off. I assume by "trouble" you mean motion sickness. Two of them had motion sickness, not just run-of-the-mill confusion from the usability of the site. All that said, the main point I was making was that often designers spend a great deal of time trying to get PS working just right not because they think it will bring in more customers or make their site more usable, but because that's what other designers are showcasing and they want to emulate that trend.