Comment by ranger207

Little bit of a tangent, but as a customer I am not "delighted" when I find a product quickly and easily; I am merely not frustrated. Finding what I'm looking for is the baseline experience, having to search for what I'm looking for makes me annoyed and less likely to buy anything other than what I need so I can just get out of there.

In my experience, any product or service advertising itself as "delighting" customers actually means that they're overall making the baseline experience worse, and their product/service is just reducing the frustration they're introducing.