This report is shared courtesy of its originators.  Stationed in the Silicon Valley, the Nielsen Norman Group is a consulting firm that emphasizes proper corporate change into the 21st century technology-centric arena by focusing on user experiences and consumer-focused design measures.  Although over a year old (decades in Internet time), it is as pertinent today as it was a year ago.  We strongly recommend you read it, and after digesting its message, read it again.  Go here to view the report.