I find it odd that this doesn't make mention of civil engineering or construction engineering in the architecture analogy. Like, absolutely the artificial world should be designed with objectives like appropriateness, but that doesn't mean you don't need to have people whose roles focus on the technical approach to carrying out a design.

We _have_ product design experts and processes for software products, but that's not a reason to not have engineers. And as to why they're not celebrities typically ... I think that's also in part because the companies that produce software want to control their brands. This isn't a threat for architects; BMW doesn't lose anything by us knowing that Zaha Hadid designed a building for them. If she had then designed a building Toyota, that wouldn't have been a problem. Their value proposition isn't about the building they work from. But if you knew and cared about the name of the specific designer behind your favorite software product, and they left the company ... that would be a problem for that company. Part of the prestige associated with their core offering is able to walk away.