...should be unique and tailored for its owner. That's why the design process is so important in this case. It's crucial to know about client's needs, industry specification and make the appropriate research. I treat each case individually and make the logo to say something more & present some values instead of being just a 'pretty picture'. That is the recipe for keeping the satisfaction from a design for a very long time.
...represent you/your company and sometimes even your personality. There are a bunch of business cards made from the templates, but do they provide any message about their owner? As a designer, I focus on making this little piece of paper to look outstanding, attract attention and be distinguishable from many other business cards that you keep in your wallet.