Aesthetics are key to people’s decisions. Just as most of our major life choices, e.g. uni, study courses, jobs, are driven by artistic allure. (My own fields of study, for example, were the outcome of HK movies, Zen paintings, and Japanese manga consumption.)
I have a (dumb) theory about Intel. They used to ship beautiful printed manuals anywhere in the world for free if you called them. That program made a lot of engineering students customers for life. Then some middle manager killed it, and probably got a promotion.