From a 2007 interview:
In the 20th century, we were focused mostly on the practical, utilitarian side of design, and later we were driven by technological advancements, marketing and business plans. In the 21st century, instead of design just fulfilling the basic needs, doing certain things or resolving particular problems, people will seek deeper, greater and longer lasting product experiences. nonobject benefits from not being constrained, as compared to design practice today, which benefits from being constrained.
Think of that pleasurable, tactile feel of the iPhone, or the way you want your Moleskine with you, or whatever objects you like to keep around you and on your person all the time.