You have glanced the side of an interesting point: what comes out of data driven design is not art. Great design, the kind of work that people obsess over Apple

You have glanced the side of an interesting point: what comes out of data driven design is not art. Great design, the kind of work that people obsess over Apple for (at its best), cannot be made that way. Great design is art; it is expression; it is fundamentally opinionated. It's not the only way to design a user interface, to be certain. But Doug isn't interested in working in that environment, because he thinks of himself as an artist, not a statistician.