If you read The Design of Everyday Things, you'd gladly remember that to each user-unfriendly design, the author sarcastically added "but it won a lot of design awards". Which implied that the givers of those awards had one-track mind. And since the book's author co-wrote the article that we discuss, aesthetics at the cost of usability is a major sin for him.
On the other hand, since (insert obligatory joke about $1000 monitor stands), losing customers is no longer their worry.