If they had they're way, we'd all be driving grey cars with the steering wheel on the left, the shift exactly
on the right, the wiper blade buttons exactly 45 degrees to the left and above the steering wheel, the speedometer
should look and be positioned exatly so, and so on all for the sake that anyone can hop into any car and be on their way in 0 seconds flat and feel totally comfortable.
(And if you have problems with that car design, then hey I guess you're out of luck, so suck it up for the greater good). I guess one size DOES fit all.
So we're supposed to place our GUIs in the hands of the high priests to design the proper Grand Unified GUI (both functionality-wise and aesthetics).
They then point out that the perfect GUI does not exist. But customization is frowned upon. So basically we're damned if we do and damned if we don't.
While I understand what they're getting at about consistency and standardization, especially in a corporate environment, they fail to consider the indivdual in this whole equation. What's good for me is not necessarily good for you. As we use computers more and more they become a reflection of us, just as our choice in cars, homes, and home furnishings are.