This is an article written for the sake of writing an article. I'd question if the author even knows what the role of an Industrial Designer is, considering they labelled the engineer as the guy who builds the functionality, and the designer as the guy who makes it pretty. The fact that you drone on about not choosing an "angular box" isn't as amazing as you think; it's actually basic design semantics (i.e.; curvy is fun and straight is boring). The entire article is complimentary masturbation for a company that thinks it's the next Apple.
Industrial Designers are concerned with environment, business, usability and manufacturing. We're not just stylists. Look up Yves Behar's profile on The Verge if you want to begin to understand Industrial Design.