Onur Cobanli explains:
Great design is advantageous because great design is cheaper to promote, advertise, publicize and market than any other design; great design sells itself. Great design is adventurous, great design is daring and risk-taking because great design takes much more time and effort to arrive at. In many cases, you have a good design; that is a local maxima, you are at top of a little mountain; however great design is closer to a global maxima, if good design is a hill, great design is like mount Fuji or Everest or the Olympus, to climb to these greater heights requires you to abandon your local maxima and seek for bigger, higher mountains, and then another, and then another, until you are completely exhausted, but happy; this is the design adventure, this is the risk, and in most cases, it is a risk very well worth taking.