"Just as in a hamburger, the middle layer is the most tasty and attracts the most attention, including much of my own work on Web usability. I have come to realize that the outer two layers are more important in many ways: users only care about content (in other words, no, the medium is not the message; the message is the message ) and the usability of a website is more a function of how it is managed than of how good its designers are."
- Muhammad Rafizeldi