Design as business strategy

Luke Wroblewski describes why some businesses are turning to design for reasons other than "make it pretty."

So where can decision-makers turn to make sense of the information soupthey regularly find themselves swimming in? To people skilled in pattern recognition and visual communication -in other words to designers.

Check out the thoughtful pushback in the comments. There is a bit of inside baseball, but I was particularly interested in this statement about design-as-thought-process:

Design remains one of our most complex fields, and the most primitively understood of any field of similar complexity.

True? Not true?