Onur Cobanli explains:
Good design is rewarding for both the user and the producer, it is not just a product that is better or superior, it is also a product that is more profitable. Good design can be profitable because it uses less materials, or it is well thought and can be more efficiently produced. Good design is also profitable because it is demanded more, the reason it is demanded more is because it makes the users more happy; it has a higher utility thanks to superior functionality.