How Important is "Easy" Content?

Everybody likes great-looking content.  It's fun, interesting, adds a little spice to life and to the experience.

Management loves effective content.  Prove-able ROI is a powerful thing.  Just knowing your message is producing sales is a wonderful feeling for a small business owner or company manager.

When you get great-looking and effective in the same package, it's approaching Digital Signage Messaging Nirvana.  But the next level of Nirvana might be, "Easy to Use".

That sounds nice, but tough to attain, alongside the first two.  So, I've got a question:  How important is Easy to Use?

As a retailer thinking about using projected Digital Signage (Window Video Systems) on your storefront, if you were to purchase such a system:

Would you want to create your own messages?
Produce your own images?
Would you want a selection of images from which you could choose?

Or would you want someone else to do that for you?

What is your "ideal" Signage Message "method"?  Do-it-yourself, or have the professionals handle it?  Please comment.  Thanks!