Software is media today, particularly consumer software. When people use it [your software] they approach it in the same way they would approach media. When I say media I’m talking about a magazine, or a newspaper, or a TV show.
When you think about The New York Times vs. The Wall Street Journal, Vanity Fair vs. Vogue, or Fox News vs. CNN: each of these media properties have a voice; they have an attitude; they have a style, and it’s unique, and it’s different.
Software needs to feel this way. Software has to have a personality. People have to feel like they’re consuming media when they’re using your software. Avoiding blandness by having attitude is terribly important in a web app.