The article feels ...well 'obvious'... but without any real insights into what good design really is. It's a little bit like saying "What's a good investment"

The article feels ...well 'obvious'... but without any real insights into what good design really is. It's a little bit like saying "What's a good investment" - One that makes you money. Or "What's good code" One that doesn't have bugs. It tell you something that's obviously true, but there isn't much you can do with the info. Compare that with a nugget of wisdom from Charles Eames - someone who actually built things that designers can look upto. Humble, to the point and not obvious but insightful. Is there a design ethic? There are always design constraints and these usually include an ethic.