Designing for delight, pleasure or well- being it's the same thing: we design to make things better not worse. This article only underlines the lack of understanding of what design means. Whatever your end goal is, pleasure, well-being or delight, you should never stop thinking about ethics. If what you are designing is not ethical it's not an experience that should be designed. Period. The way the author describes how he approached design only tells me designers don't think about ethics and wear blinkers when designing. The authors of the concept "design for delight" never said: please design anything just make sure it's delightful and don't consider ethics nor the unintended consequences of what you designed. The authors of the concept of delight never said: measure the level of dopamine in users, if it's too low increase delight. That would be "design for addiction" which is what a lot of big companies do . I'd suggest to the read about ethics before start designing, let alone write about design.