Battle for design
To Dyson, 'design' means how something works, not how it looks - the design should evolve from the function. That's why the people at Dyson who design products are called 'engineers'.
Sadly, most education systems still encourage children towards academic subjects and away from 'getting their hands dirty making things'. (Strange from the country that started the Industrial Revolution.)
It may take time, but Dyson hopes to change that.