What can you call a new 'user experience design' firm?

As the manager of user experience design firm (www.WizardUI.com) I believe that professional usability experts should understand the system from the user's perspective. A good UI expert will analyze the logical aspects of the system much before he thought about the user interface itself (meaning the screens design). Many people I meet feel that user experience design (as other design professions) is simply a matter of perception and taste. I disagree! From my experience, saying that the graphic/look-n-Feel aspect makes an app user-friendly is like saying a sofa is comfortable because it is colorful. To conclude- User experience expert should focus on understanding the user, their goals and needs.