Great article and I agree a balance of all four layers need to be the focus of any good product design. But there is space and even a need for the ‘superficial’ work — people are superficial and judgemental. First impressions count and that’s where the importance of art, design and beauty come in. It’s like going to work, you need to be present, do a good job, get things done but you also need to dress the part, be presentable etc. People judge you by how you look before they can appreciate your hard work — a digital product (or any product) is the same way. If you look at packaging design, advertising etc, it’s the way the product looks that draws people in. It’s human nature, people are superficial, shallow, quick to judge, because it’s easier.