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The Infotainer
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I guess it depends on what you are doing on the web.

if your trying to find a service, then who cares what the website looks like as long as they have a service that you require.

never judge a book by it’s cover I think covers the opening statement

with that style of thought you could say

I only buy a car if it is red and fancy- forget the fact that it breaks down every 5ooo KM, or I only date women with red hair. or long hair.

Content is king, if the website is annoyoying with pop ups every minute (like a chinese wholesale site I went to) if it has the solution to your needs you will hang out there

If on the other hand your just browsing around trying to find something nice to do while you wait for death, then yes I believe the look is important