This seems to be perhaps the fate...like 'digital media' or 'social media' expertise 10 years ago was a thing...now its just baked in. 10 years ago, design was

This seems to be perhaps the fate...like 'digital media' or 'social media' expertise 10 years ago was a thing...now its just baked in. 10 years ago, design was not really a 'thing'...it was brought to prominence but it's perhaps best not thought of as a corporate function like HR or Finance. It's best thought of as part of the DNA of the product/engineering teams working together.