You're confusing marketing of a product (and the quality of the design of the marketing) for design of the product itself. The articles is claiming that most people will not notice, even subconsciously, if, say, a laptop is well designed (say, whether it has a robust body, whether the keyboards clack, whether the function buttons and inputs are placed in usable places).

This is completely orthogonal to whether the marketing campaign for said laptop is well made and hits certain conscious or unconscious buttons to make you want the laptop.

Now, I don't agree with the author, but the reasons are completely different. I would say that differences in design that end users don't notice are not relevant. Any design school that holds that one design is better and another is worse where the end users of those products wouldn't notice the difference is, by definition, a form of snobbery and a bad school of design.