Substance is the key. Skin needs flesh and bones to fill?? out its essence.?? Without killer content the web is a dead zone.?? Some prefer style over substance.?? Superficial fails miserably in the harsh light.?? Nonetheless the UI better be striking.?? The user should be?? sufficiently engaged by your?? layers that they are willing to peel it and discover the real.?? If they get that far then you better be ready to sell the rest of the drama.?? Reel them in completely with sustained swagger.