If you are an artist you want to see a painting in an unobtrusive frame that finishes off the edges without standing out. It would be awful to have a viewer say, "Wow! Nice frame!"

The same thing applies with museums, which have tension between art people and architects - the architects have been known to build museums that are large-scale versions of "Wow! Nice frame!"

It just occurred to me that it's the same with websites. There are some people for whom the website is the important thing in itself, whereas for someone showing content like photographs or paintings the website is just a frame.