I came across this design case by Edward Wilson from Aymmetrica Labs and it got me thinking. He makes a convincing pitch about how to craft an engaging and convincing narrative around a product design. But the description is clearly of a deceptive approach, what seems to me like an example of black hat design.
In the past I spent far too long trying to sell people on excellent, but complicated, unintuitive, unfamiliar narratives. I competed with others who offered the same stuff I did but they dumbed it down, they made it less effective, but they made it easier to understand. The other guys always won. It took a while (15 years) but now I get it. My job is to take the excellent content I am working with and try to make it intuitive, obvious, and familiar. If I don’t make it intuitive, obvious, and familiar, I won’t have an audience.