User-centered design means working with your users all throughout the project.
Market segmentation s a natural result of the vast differences among people
The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.
Everyday people are not very good designers.
In my opinion, no single design is apt to be optimal for everyone.
Only the most sophisticated of beings can lie and cheat, and get away with it.