Jim Hopkins, "When designers ignore consumers, products can flop," USA Today, 31 Dec 2001

  Sometimes, the problem with faulty designs is that no one wants to say no to a bad idea. It might be the pet project of an overbearing CEO who ignores the advice of his development team. Or a company invests millions in a gizmo only to have consumers, brought in at the 11th hour, reject it. At that stage, the company doesn't want to write off its investment.
  "Saying no is just as important as saying yes," Cogliandro says. "In fact, it's more important."