UX is more than a trend, more than a way to spin some extra cash out of your customers, it can be a real force for good.

You're not going to give your users the warm-fuzzies inside with everything you design, but you can make a positive impact, and even if that's just making them not hate your product experience, you're accomplishing something.

Sometimes great UX can simply achieve a state where the user doesn't notice the interaction at all, it might not stand out as something incredible or ground breaking, but you'll treat your users with respect and let them do what they need to with greater ease.