"experiencing selves" and "remembering selves"

This is an amazing talk!
Whats interesting about this talk is that is says there are two types of 'selves' - one is 'experiencing self' and the other our 'remembering self'.
Take this examples : you are listening to a nice music for 20 mins and enjoying and suddenly at the end there is some distortion. What you remember about this would be that it was "Bad"; though you might have enjoyed the previous 20 mins.
This has a great application in user experience design; image you create a amazing experiences all through the site but at the end you make the user frustrated/unhappy. What they will remember is the "bad experience". As in the software products you dont have a very easy way to figure out where users exit your site/application. You may not want to make them unhappy at any point.
Which means the experience should always be thought through (in most cases) "end to end".
Make sure we dont create bad experiences that people "remember".

Watch the video here: