First Rule of Usability: Don't Listen to Users. Jakob Nielsen's latest Alertbox column hits the nail on the head (again). “Say, for example, that 50% of survey respondents claim they would buy more from e-commerce sites that offer 3D product views. Does this mean you should rush to implement 3D on your site? No. It means that 3D sounds cool. The world is littered with failed businesses that banked on people's attitude toward hypothetical products and services.” [diveintomark]