I believe in making pages that are crisp and simple.
Pages that load fast.
Pages that aren't loaded down with every new Java applet for mouseovers, marquees, or animations.
I think pages like these have more impact - that your content will get noticed because it's what's important! The World Wide Web presents plenty of opportunity for those who use it to get distracted.
Why let them get sidetracked when you know you've got something to say?