Great follow up to part one of John Kirk's article on the importance of design:
Design seeks to wed the company to the customer by making a commitment to understanding the customer first. However, most companies treat a sale less like a wedding and more like a one-night stand. They don’t care about what they make, they care about what they sell.
Design, in their eyes, is just an extremely clever marketing trick and Apple, in their eyes, is just an extremely successful Lothario who uses Design to seduce their naive and gullible customers...
Since they believe that design is a gimmick, they spend their time trying to learn more about Apple when they should be spending their time trying to learn more about their customers.