" It’s just not particularly wise to allow engineers to make decisions about things like product and service nomenclature, interface typography and the graphic design of icons: they’re, I daresay, not even neurocognitively equipped to do so."

That's actually a misunderstanding. As an engineer, if you tell me "make it user friendly" I can make it user friendly but if instead you say "make it cheap" I can do that too. Engineers doing a lot of mid-level work aren't often actually deciding what should be done, they're just the implementation step.