I think it's more about that design is personal, identifying (which also brings up emotions easily) and that the problem here is about the rights for those pers

I think it's more about that design is personal, identifying (which also brings up emotions easily) and that the problem here is about the rights for those personal things. Since design is actually _more_ open, visible and made for people, inherently there isn't any way to hide or obscure it (like you can do in some level with code or technology). It's about having rights or giving permission. You share the code or design you want to share, but should have a right not to do it as well. You design something for your loved one, and see it end up as campaign for a multimillion dollar business. You design your product with love, just with the right and personal style and see it to end up as commodity. Those things feel like worst kind of abuse if you didn't expect or want them to happen. There is bit similar kind of outrage when corporations use open source code and don't share it back. Design and brands are also identifying and they build trust and value, so copying design is bit like stealing your identity, name or face. If someone somehow uses your code without your permission, almost no-one will notice that it's _your code_ running in the backend. And this is not the same discussion as pirating music or movies, those are products made to consume, and their value doesn't decrease when people use it more. But for example using Bootstrap default design doesn't really bring up trust or anything positive anymore since some many people are using it, so usage decreases the value of a specific design. As a final note, fashion and design of course runs on getting inspired by other people's work and that's how it should be be. However even something isn't illegal, it doesn't mean it's ethical or nice. (You may also notice that both Rams and Ive talk about their designs or process post-mortem, so they can choose the parts and the way they want to talk about it.)