slantback:

“As a result, General Mills (who own Betty Crocker) altered their product, abandoning the powdered egg in their mixes. The requirement to add eggs at home was marketed as a benefit, conferring the quality of ‘home-made’ authenticity upon the box cake mix. (Whether using fresh eggs instead of powdered eggs actually enhanced taste was beside the point.)”

I like this story because it nicely sums up the progression in thinking from ‘just designing for ease and speed’ (old-school usability) to ‘designing an entire experience’ (new-school experience design). (via “Just add an egg” – Usability, User Experience and Dramaturgy- 90 Percent of Everything)