humm! so do UX definitions get a update??

I came across Daniel Kahneman's talk in TED2010 about The riddle of experience vs. memory.
An extremely insightful talk indeed. It all makes so much sense.

I also chanced upon a write up about this talk in Frog designmind: 
It is intriguing to think about the implications of Kahneman’s model for policy-making, business, and also design, especially with regards to product and service experiences. If designers followed Kahneman’s theory, they would design user experiences not only for the Experiencing Self but also for the Remembering Self, which puts experiences into perspective by inferring and deferring. You could also say: the Experiencing Self values usability; the Remembering Self attaches itself to a brand. Users are usually happy when the Remembering Self finds out that its anticipated memories (brand promise) match the Experience Self (user experience). Great brands connect the Remembering Self with the Experiencing Self to make consumers happy, inspire behavior change, and make the world a better place – not a simple feat.

I cant agree more to this. So many of us have made an almost invisible behavioral change from emailing, sending egreetings, snail mail to actively using twitter, facebook and other such products. I 'remember' the joy I had when I found so many of my batchmates from school on Facebook and I could connect with them again. So many of us vouch for Apple products because it perhaps does JUST THIS (connecting the remembering self with the experiencing self) really well.

Is this PERHAPS a reason why participants of a usability test give ratings in the SUS 'satisfaction' that contradicts their emotions while they did their tasks ?

Wonder why these factors never influenced the design process more...