37Signals get it right yet again, making a very good point about online shop usability: why do so many shops show the whole cable, when all you really need to see are the plugs? Show the plugs already!
This translates well to all the other web apps, too:
“Makes you wonder how often web apps miss the point and show people the cable instead of the plug: Showing a list of features when people want benefits. Telling facts when people want stories. […]”