Budd presents Beats by Dr. Dre as a case where desirable design and branding created competitive advantage in headphones. Budd uses the Juicy Salif juicer to show that a beautiful object may still be unpleasant to use. Budd cites Mailchimp as an email client that delivers delight through playful details and emotional resonance. Budd cites Zappos for customer-focused service, including staff helping callers find pizza. Budd says Dropbox put its marketing effort into building a seamless product after acquisition costs became unsustainable. Budd names EC2 as a cloud-computing example that makes technology less of a protective barrier.