Creating a good user experience means intersecting business goals with a pleasant user experience. Where is the intersecting point though? When do the business needs take over the user’s needs? There is no clear answer, but it is something you need to think about. This is sometimes referred as the Dark Side of UX. Consider the ubiquitous overlays: are the business needs going too far, destroying the user experience? For commercial purposes, both the user and the business should benefit EQUALLY. In this article from usertesting.com, Jennifer Winter mentions a few examples of bad practices. Very illuminating.