[threejay]

The problem here is that you view these as two different things, not that the story keeps changing. Great design begins by spending time with your customers and truly understand their wants / needs. It's not about pretty pictures.

[coldtea]

It's a BS marketing spin that keeps changing alright.

Neither design played a huge role, nor "meeting their customers face to face". The world is filled with failed startups with great design.

The simple explanation is: they simply offered a product people needed for it's value + some luck.

But I guess the product having a use value (as opposed to nice design or soapy stories about "connecting" with their customers) does not cut it as an offering anymore.