This completely makes sense and in some ways justifies the success of companies like Apple and 37signals. Rather competing on features, companies should compete

This completely makes sense and in some ways justifies the success of companies like Apple and 37signals. Rather competing on features, companies should compete on ease-of-use. Getting past the endowment effect also comes down to using concrete metrics. What's more effective? "My product has the latest and greatest features, it is so much better than the competition" or "If you use my product, it will save you X amount of time and/or Y dollars"? Obviously the latter. Saving time and money is a compelling value proposition--they are both easy-to-understand concepts that cut through consumers' irrationality bubble. Naturally, to be able to make this claim, you've got to make something that consumers want and that is also easy to use. For a great book on this topic, check out Made To Stick by Chip and Dan Heath.