[octavecat]

To me it is the sad state of "design" in the valley that means "ux people are figuring out what is not important." To label them and give them a role implies that others in the org should not be thinking about this at all times.

everyone should be aligned, everyone should be focused on the audience they are building for and the needs of those users. that is what differentiates a stripe from a google checkout and, to be cliche, an iphone from a treo.

even the concept of having a "ux guy" means there are others in the org who are "not ux guys"

there is nobody at most of the companies who model "good ux" responsible for that "good ux"