Paul has clearly and succinctly identified the fears and trepidations that the engineers and these companies feel. Some of what the engineers do is "just work" and they would love to shed this repetitive aspect of their job and do real engineering work.
The nature of the market is driving companies who have traditionally built only catalog products into this space defined by customer demand.
DAA has been building successful custom Knowledge Based Engineering applicaitons for over a decade. All of our customers fit in the Engineer to Order, Design-to-Order or Customs & Specials market space. All of our prospects and customers, at some point, intimate to us all of the aspects brought forth in Paul's article.
Great Job Paul!