Onur Cobanli explains:
The design process can sometimes be inefficient, people can slack, it could take a long time for research and development, but even the inefficient design processes could lead to efficient designs, because in the end it is not about how long it takes to design the product but how good is the product. Sure, this is within commercially reasonable efforts, but understand that the overall idea is that the design process itself, which requires many cycles of design, experimentation, iteration, testing and redesign, even though might be inefficient at some times, in the end could lead to efficient designs.