Onur Cobanli explains:
Good design is rare, and valuable. There are millions of millions of designs out there, anything made by human are designed one way or another, thus design industry is perfectly competitive, like commodity, but good design is not a commodity, it creates significant added value such that it differentiates itself as well as the products it creates, good design wins over the competition without even fighting for it, it is a natural champion, as it wins the desire, the mind and the body, it conquers us totally.