Thanks for writing this up, I wish it was taught in design courses.

I want to ask you a question that can be controversial. I have always seen UX as a means for increased revenue but I have seen that most other UX designers see UX and Design in general as a means for:

• Making users happy where happiness in and of itself is the goal. I’m especially worried about cases where users are happier but do not transform into customers
• Making things more beautiful. This one caters to their ego and need to show off what they have created.

What are your views to these other “non-sales” enabling views of UX? (For clarification: where the above points also increase sales, I see it as sales enabling, my concern is where the above is the end goal with no consideration for revenue).