Phenomenal design is what truly sets excellent products apart from commodities. I recently read an interesting quote by Steve Jobs:

"Design is not just what it looks like and feels like, design is how it works."

I feel like truly well designed products take a task of drudgery and make it fun, or at least tolerable. Apple and Dyson come to mind - computers and vacuum cleaners seem boring at first glance, but these companies make these products a thing of elegance.