This is really good!
Perception is reality
Scott Stevenson has a great post about Satisfying UI Design is Often Illogical. In which he has a great quote which applies to much more than just UI and design.
“The basic idea I took away form this is if you test, make sure you’re testing the right thing. UI success may come from efficiency, but it may also come from a longer-running or more awkward task (by scientific definition) which is subjectively more pleasant to perform.”
It applies to anyone who has a service. In fact it is a better defined representation of the old adage “perception is reality.” I like it; “perception is reality” is now more concrete.