Esther Derby put together a nice post on the importance of design for a web site in which she asks, "Are we aiming too low?"
Agile methods manage business risk. They can bring back enjoyment and pride in work for development teams. For the people who use our software, they make work life maybe less frustrating, because the software isn’t buggy, and maybe a little easier because the software does what it’s supposed to do. But I think we are aiming too low. Can we also make software a pleasure to use?