The "feels like" concept
At the closing ceremony of the winter olympic games in Vancouver 2010 many people almost cried, some were even angry, because of their strong connection to something that was to disappear. These emotions made people identify with the olympic games.
Users of websites also have strong emotions. The term user experience refers to their feelings. The role bound with it can't be simply assigned to a specific person on a team—it's a responsibility of all members. They must test and use a site over a period of time to determine how it feels, before they put it online.