Oh you get get it. Closing that loop between what the customer thinks they want, what they actually need, what the engineers can provide and at what cost, so so so important. I'd agree with the article, having the UX guys (or any keep team) dispirited is a bad sign. For companies with some sort of monopoly this stuff can continue indefinitely. Companies that don't have some sort of market power usually are a few years or quarters from death when you see this stuff.