I think that absolutely everything in that article is true, right on,
and absolutely correct. Except...
These things aren't merely something that's going to happen, but
something that's been happening in interaction design work for at least
fifteen years. It's always sad to see so many people who get paid to
write, express things in terms of "what's going to happen," when they
spend no time uncovering what's actually been done or is being done
(other than the published writings of others that are paid to be in
academia or write books).
Strategy, in both business models, intellectual property strategies,
design-driven market positioning, and documenting returns in the real
world are something that have been part of my own work, beginning in
the early 1980s. It's just that I (and I hear from many others, the
same thing) that are head-down *doing these things* aren't paid to talk
about them, and no academics or self-styled gurus seem to want to
bother to look into that.
Perhaps *someday* there will be an academic or writer who sees the
value in doing that. If you're juggling several complex projects like
us practitioners are, you don't have much extra time to do anthing but
read threads like this and grumble under your breath at *what's been
and is still being missed.*
It's long been galling that people act as though it was book-writers
like Norman that were saying anything novel or new or insightful when
many working designers have known these things all along - *and* have
chosen to actually *do* them, instead of writing about them and
claiming credit for them as new ideas.
I guess practitioners have to get to the end of their careers and
retire before they'll be able to stop working and write about what
they've actually done and learned. Seems pretty inefficient, from a
field-wide perspective though.