A very articulate and interesting article by Matt Legend Gemmell on what he constitutes as an “enticing interface”:

The interface and UX style I most enjoy, particularly on iPad, is something I think of as augmented paper. […]

For me, software experiences that feel like Augmented Paper are those that second-guess our (developers’) natural tendency to put functionality first, or to think of our apps as software. Apps are only incidentally software; software is an implementation detail. Instead, apps are experiences.

Augmented Paper