I think we are past the point of disruption: a usable product is an absolute minimum now. Aarron Walter wrote an excellent book on designing for emotion, where he argues that usability is just like a commodity and low on the user-need pyramid. Higher up that pyramid is a product that has personality and invokes the right emotions. You can read an excerpt here: http://www.alistapart.com/articles/personality-in-design/
Thanks for that. I thought that was one of the more thought provoking statements in the interview, that's why we made it a headline. Good idea to post it here as a comment as well.