The problem with design is that it keeps the focus on the surface, what is projected outward. Things like personality and the image or tone you want to reflect. It doesn’t necessarily reflect the inner qualities of a business.
What is lacking are things like integrity and quality of relationships. I am not saying personality or design doesn’t matter. It does. Just that one’s focus on design can sometimes be too great and should not be the core of any business.
It’s way too easy to idealize design and personality, while integrity, something in desperate need in the world, cannot be manufactured.