He is trying to separate two concepts: "works-as-designed" and "esthetically well-designed". There are many things that would not benefit from high esthetics, b

He is trying to separate two concepts: "works-as-designed" and "esthetically well-designed". There are many things that would not benefit from high esthetics, but do benefit from a surprising amount of sweat. The case of pizza flyers is a good example of overlooked effort: they have to look both alluring and cheap. Their design is not ill-considered, at least for the larger brands. They have been worked out over decades by talented and observant people using empirical data.