Comment by setgree

I think that essentially all the toothpastes for sale at CVS have passed a two-part usability test: squeezable and pleasant-tasting.

It's true that usability might not provide the edge in a commodotized market; but passing some minimum threshold might be a necessary condition for success. Imagine trying to sell a toothpaste that was hard to get out of the tube.

A lot of the least usable things in my life -- paper straws, smart TVs -- just look like consumer products, but their actual goal is something different.