It's more the claim to have designed the challenges. I was excited to read them, and then heavily disappointed to just have a short list of stock, well-known id

It's more the claim to have designed the challenges. I was excited to read them, and then heavily disappointed to just have a short list of stock, well-known ideas. Take spaghetti-bridges, what exactly did Dyson _engineers_ design there? To meet the title, IMO, they'd need to have tested different novel design ideas, chosen design aspects, and extended those aspects. Cheap marketing looks cheap. I look forward to being contradicted, whereby Dyson engineers share their notebook pages on how they designed these challenges ...