Onur Cobanli explains:
Good design goes beyond making something useful; it creates a need or desire for the product. When done right, it can make people feel like they cannot live without it. Primary intent of good design is not to create a product but (satisfy) a demand. Primary intent of good design is not to create a product but (satisfy a previously unknown) demand. It may satisfy an existing demand, but it could also create it's own demand, there is this duality here and it is important for us to understand it; good design can create its own demand; this is of course much different than just satisfying an existing demand. It is a hidden intent because the public intent is always about satisfying people; but the entrepreneur knows the truth; they want to create demand, they want to be rewarded for creating something desired.