It's an important point, and it's not just the software industry. If two companies X and Y provide exactly the same or similar service, but company X's user experience is superior, it will probably win out. Consider that Dominos just released the ability to order pizza via a voice operated app. Their pizza is not going to be any better than it was the day before, but by giving people a (supposedly) better way to order, they may be able to take market share away from Round Table or whoever.