Joel on non-technical users (the ones with the money)

"When you're showing off, the only thing that matters is the screen shot. Make it 100% beautiful."

"...Linux desktop crowd goes crazy about semitransparent xterms, which make for good screenshots but are usually annoying to use. Every time Gnome or KDE announces a new release I go straight to the screenshots and say, "oh, they changed the planet from Jupiter to Saturn. Cool." Never mind what they really did."

http://www.joelonsoftware.com/articles/fog0000000356.html