The overall experience of using the card, which includes everything from the way the card itself looks and feels to the UX of the iphone app, and customer servi

The overall experience of using the card, which includes everything from the way the card itself looks and feels to the UX of the iphone app, and customer service. A lot of what differentiates apple are intangibles that aren't captured by raw specs. It's like trying to rate a glass of wine based on it's chemical composition. But sure, if the overall experience isn't improved over those other cards, the numbers will matter.