Andrew Chen has applied the term "googley" to products that are "simple, functional and easy"; great for those that solve problems - like business applications.  He then explains why this means Myspace is so ugly in comparison to Facebook - it is designed to appeal more to those into the bling of leisure.  Bob Warfield goes further in his great blog smoothspan, offering a wider typology of site appeal by Web 2.0 learning style (see it here). The important point for marketers is that people prefer certain styles - the site aesthetic is much like the furnishing of the room you want people to congregate in. And whether they will dance, chat convivially, or meet formally determines the layout you provide. This style is your packaging - make it work for your customers.