Having dated a graphic designer who ran her own firm...biz people don't seem to respect design. It's an slight hassle afterthought to many biz people. It's a cost center that they don't really understand...but don't realize they don't understand... because they think it's easy.
Steve Jobs was actually different. He put design first and foremost and did great things.
Hopefully the COO recognizes he's out of his element and doesn't try to half-ass design going forward.