> After all, anything creative requires greater mental effort on behalf of your users to understand and is unlikely to spread as quickly. You can always consid

> After all, anything creative requires greater mental effort on behalf of your users to understand and is unlikely to spread as quickly. You can always consider design as usability: Apple and 37signals are the "big" names we know that follow and lead this mantra. Their products are creative, but intuitive. You could even consider the intuitiveness itself a major creative element; user understanding is at the forefront of their products, so they are profitable, as well. In the end, it's an issue of quality.