I have been on both the design and marketing sides of new car product launches and we follow a few basic tenants: 1. Here's What We Have Packaging and presentation is king. From experience, I can assure you that an auto maker isn't going to introduce a new vehicle by presenting a watered down, bland version is the hopes that the consumer "sees THE vision." This is one of the reasons why when auto makers introduce a new product, they present the most decked out model in the hopes that it's going to knock your socks off. It's their ONE chance to make the product love at first sight. It's the bait and hook put into place from the very beginning. The "Here's What We Have" theme isn't restricted to autos - it transcends virtually every product that's for sale. This is where I believe that IPS's 4.0 design fell far short of the WOW factor. Don't tell us that if we invest time and or money that we can have a spectacular looking site, rather preset something that's original and that possesses design elegance to begin with. IPS needs to show us a vision and an end game to where we can take 4.0 by further enhancing it. Anyone, including free forum software could have designed 4.0's current layout and that's part of the problem because IPS 4.0 isn't free, it's premium grade stuff that merits more. At the end of the day, the question remains: Does 4.0 look premium? If you're pro-IPS like me, 4.0's design may not be a factor in your upgrade decision - you're going to upgrade and wrap it around something cool anyway. I get that. But I also get a lot of the criticism that's also focused around the lack of design thought behind 4.0 too. At the end of the day, IPS cannot thrive on just repeat customers alone, they need new and conquest ones too. Here are some open ended questions: Would someone cross shopping IPS, XenForo and VBulletin love IPS at first site? Does 4.0 stand out from the pack from a design perspective? I believe that IPS has the engineering side figured out, just not the design execution. 2. Here's What It Does IPS has done a great job describing what 4.0 is, what is does and why it's class leading in many respects and I look forward to using it going forward.