I'm not sure I got the point across. The whole point is that focusing on design is how we get outstanding, high-quality results. It makes the product more appealing and can even make it transcend it's status. High quality design creates value with negligible impact on cost.

The Eiffel Tower exemplifies that. It was designed as a temporary exhibition but it's impact transcends that of a mere temporary structure. It became the landmark of a European capital, and the symbol of one of the richest, most successful and culturally dominant nations on earth, and in the process generates fortunes in revenue due to tourism.

Another good example is the Sagrada Família cathedral in Barcelona, or pretty much each of Gaudi's work. Even the Gaudi's Park Guell, which failed as a real estate project, is a resounding landmark and tourist attraction.