Should be critical, yes. But if you know the market, you know that things like usability or ux are used 90% of times as buzzwords from sellers. I'm afraid I can

Should be critical, yes. But if you know the market, you know that things like usability or ux are used 90% of times as buzzwords from sellers. I'm afraid I can't disclose some of my experiences with top design agencies in both the US and Italy, but trust me, I've got a truckload of horror stories :)