Sooner or later, someone was gonna have this bright idea. Designers are gonna get pissed off because it's beaten into us that we must consider the problem before working out the design. On the other hand, if there is a designer here that hasn't created something that looked cool and then backwards justified it, then you are our new king. Pieratt has just created something cool and skipped any illusion of justification of purpose.

If someone buys this, and it suits their company for a few years, good for them. If the time ever comes where the brand breaks under the needs and demands of the company, then the design world can really cluck their tongues at it and say they were right. Either way, they will get what they pay for.

Doing this shows a serious bit of honest awareness about what design consumers want and a designer's role is in it. I do respect that.