The Importance of looking at the Kano Model. Shows how the 'bonus' features/benefits (or 'delighters') you add to your offering today become 'expected' later and standard parts (or 'basic needs' of your offering in the future.
Kano model of customer satisfaction
Kano’s Five Emotional Response Types - Undesired features | UX Magazine
A step-by-step, in-depth guide to using the Kano Model to prioritize your backlog for customer satisfaction and delight