As a designer myself, I firmly agree — you can improve a design by a bayesian approach, but to be truly disruptive, it has break free. So many designs are just square pegs that have been rounded off — that is engineering vs physics.
As an example, I put a design onto Indiegogo today https://goo.gl/FKVpdL that demonstrates why I think ‘voice assistants’, popular though they may be at present, are truly trojan horses. Intentional or not, simply using an old iPad to hover over the undiscovered home plate of home automation — a familiar kitchen outlet — lets out all sorts of genies and exposes the iteratives as needless middleware. I give credit to Apple for seeing that game for what it is.
So yes, a great design makes its own friends, no need for lipstick thereafter.