It gives you a pipeline to the heart of the industry and that will help your company win. Catch the wave before your competition. The Irony I find it ironic that usability is one of the first things cut in a budget. That is a mistake. That is damn foolish .
Usability basically guarantees success.
If you have a sound business plan and a long term outlook, usability is exactly the weapon you need. Mark my words, the companies that focus on delivering a great user experience will win. They will survive. Amazon, Yahoo, and AOL are customer focused. They will continue to grow.