The article contradicts it's design focus, however, when discussing "Dave" a new hard drive from Seagate offering 20GB of storage that is the size of a cell phone. Size, too, can differentiate a drive. Personally we'd rather have something that took up less space, than a big box that is a tasteful color.
Regardless, we like the idea that technology manufacturers are following Apple's lead and thinking about how things will look. Especially in a market where we have a lot of product options, it's good to know we can find something that fits our needs and our style.