I would say even more, every product has to be first a "nice to have" and hopefully for you to become later a "must have". Nowadays in our society we already can live a very comfortable life, there is no real "must have".

I support my point here saying that we already have a product that saves you money, but not a single person that I have talked about it was impressed by this feature alone. Instead the other way round if they like the product and I tell them about the cost saving it is a serious factor for them to decide to adopt it.