2.0 series: what is the natural evolution of interaction design?

Interaction design is a technique improving the web usability and user centered design to identify what is really need in a 2.0 online service and what can be forgot. In our tangible word this is already done by who's marketing goods and who's facing the customer directly. I'm thinking about Starbucks that sells coffee in a really good fashion or UPS that is facing customer with a professional front end. Starbuck's and UPS's employees are the direct face of the company to the customer, and they are a mix of professionalism and marketing. They know exactly what to wear, what to say, and how to make comfortable a situation with a customer.

This is coming into the Web Space, and has been discussed a lot at the Web 2.0 Expo in New York last week. The web 2.0 is improving with interaction design that focuses on doing only what a company is thought for and on forgiving extra services discoverable on the market. Interaction Design from Joshua Porter is the first step in this scenario, and now Christopher Fahey from Behavior Design is talking about Seductive Design where 2.0 services seduce the end user.
I think that is on top of the interactive design's principle from Porter, and it is introducing some marketing concepts in software development. In classical corporate marketing focus is to make some corporate services appealing and sexy. The same is happening with the ideas in seductive design where the focus is to create a seductive interaction with the user mixing images, videos, and behaviors. This with style and creating the desire and then pleasure that the service is creating. Services user experience is an emotion for users that are paying for a system. Everything is thought as potentially something new; the way to attract, to create suspense and to delivers a service in a professional way trusting who's at the counter side. Imagine a future's Apple product, is it in your imagination an unusable product, with bad colors and high price? That's because Apple has created a Product Service Factory that innovates in a real and sexy way.
All this is coming with Seductive design where marketing is becoming a cross culture like software development is crossing to all the roles.
Services will attract more users more they're sexy, and users stay with the provider for the quality of the service and for the trustiness that the company has created.