[NTDF9]

IMHO, what this article boils down to is that "Design" cannot be your product's key differentiator.

Design doesn't really solve a "real problem" for the user.

Design ONLY solves an important problem FOR THE COMPANY. It enables users to navigate the product the way the company wants them to.

So does it deserve a seat at the table? Yes Does it deserve to be the king? Nope. Sorry. No really big problem solved.