Josephine, the voice of the customer matters, creativity works more when a writer writes about the subject that a reader loves to read.
If I crave hot and spicy food and it's served accordingly to me I' will love to have that food. If the creativity of the cook does meet my craving then my feedback will be less satisfactory.
It is always a win-win when supply meets the exact demand and it is purely relevant to what I have understood in this article.
Have a nice weekend.