[int3rnaut]

For me, design needs to be taken into consideration from all sides. Technical, creative, everything needs to be put together just right for a project to take off--being good in all fields is a competitive advantage. Design in the sense that this article writes about is important (and as a not very technical founder I appreciate vb pumping my tires) but never forget the other parts of the machine that help make it run.

From the lens of a role-playing gamer (big fan of Bioware games), I think this realization can best be described by the distribution of attribute points. You can drop all your points into strength, and sure enough there will be times that you excel as you bash things with swords, but there will be times when you think, boy it would be nice to have a bit of magic or better charisma or whatever to solve this problem (usually bad guys) and then you start going all magic... usually the best builds that provide the best overall advantage are the ones that are balanced. So again, as much hype as these Design people might be getting now, don't forget about the other "attributes" as it were.