What if some one says “you will get all the technology, comfort and refinement of a BMW, but inside the body of a 1998 Fiat Multipla (Rated as the worst looking car) but price remains the same”; would you buy it? At least I would not!
Ok! the point is that, however good or cutting edge your technology might be, you need a good attractive package to sell it. A non-techi customer will naturally be attracted towards a software that has a good UI and good ergonomics. Features obviously matter. A good example of that is the iPhone. There are Nokia, Sony Ericsson, etc. phones in the market which have far better features and operating systems (e.g. multitasking or running multiple programs at one time.) but iPhone is a hot favourite with the fab generation. (New update to iPhone OS will no longer have that drawback.)
So it is important for you to have a good UI design ready for your software application or website along with the features. Good looks sell!!!