Can't commoditize the "experience"

Here's something that I find interesting.

We've long ago commoditized many kinds of products. Services have been the next to go. We have BPOs happening in India, outsourcing of all kinds to many different types of firms all over the world. Some of it is good, some bad, but they're getting better. The next step up from services some say is the experience. Starbucks may not have been the ones to pioneer this, but they certainly have made it a household word. Starbucks just doesn't give you coffee (a product), or give you mere service; they've transcended into the world of experience.

So what's the point I'm making? Well, if services are becoming commoditized (and many of us are busy still making sure that goes OK), then experiences, which is next down the list, still need to remain close to the customer. We can't outsource the experience. I don't even know what that means or what it would look like! So applying this to software, we have U/X engineers: U/X = User Experience Engineers. Since the GUI is what the user sees as the entire application (users are blissfully unaware of all the middle tier and back-end stuff), we need to ensure their experience with the software is a positive one, not a traumatic one. We also need to show them that we are responsive to their needs. Thus the user experience is something we dare not commoditize and ship overseas. We need to keep this one close to our chests.