I really do agree
Put yourself in the shoes of a typical customer. When you have two shops selling identical products, what would make you choose one over the other? Is is the price?, is it the ambience of the place?, is it the sort of service you recieve from the staff? That is value. That enhances the customer's experience. I think it would be the same online. What can you offer that no-one else can or what can you do differently/better than everyone else? You don't have to reinvent the wheel here.
Examples
digg- democratic news
plentyoffish.com - largest free dating website
myspace - space for people to come together
techcrunch.com - web 2.0 scoops
amazon.com - superior customer service
quizilla - website for quizzes, puzzles, games, community
