Software development doesn't exist in a vacuum. The author talks about these design principles as if they are supposed to satisfy the software team's personal values, when in reality it needs to be more about the organization's goals and values. Take this statement:
>Usability is more important than profitability.
For a bootstrapped company in danger of running out of money, it's ridiculous to prioritize perfecting UX over making sales. For an open source team, profitability isn't part of the equation at all but user experience might be a top priority. My point is, these aren't just matters of personal taste, the "design principles" have to mesh with the rest of the organization.
>Usability is more important than profitability.
For a bootstrapped company in danger of running out of money, it's ridiculous to prioritize perfecting UX over making sales. For an open source team, profitability isn't part of the equation at all but user experience might be a top priority. My point is, these aren't just matters of personal taste, the "design principles" have to mesh with the rest of the organization.