Talk about when bare-bones, ugly-looking stuff and establishments are a sign of the thinking and care going into the product instead of the look. Bring up renovated restaurants, electronic products, etc. When "design" just seems to mean "looks", and being used as a way to charge more money for an unimproved product. Mention how this article might spur some devs or engineers to say "this is what I've been saying all along", but explain that the above-mentioned is not design fluff. Explain the difference. Reference Dieter Rahm's "As little design as possible"