Finally some fresh air. It was very discomforting to read or listen everywhere that UX needs to get closer to business and understand their language. We eventually ended up adopting the "profit" frame of mind and forgetting what our real role is. Maybe it's because we are becoming afraid of what the job market is holding for us, who knows. I recall reading somewhere that design started losing it's purpose the moment it moved in-house. This article speaks common sense where these days there isn't much.