Would the Heinz ketchup bottle make it if it were introduced today? I think consumers would hate it and it would be replaced by a tacky plastic version. Traditions endure, whether they work or not!
Yet there is one example of something that is generally considered to be “good design,” which does break the golden rule. It is part of our daily lives, and has been designed to similar specifications for more than a century — the glass Heinz Tomato Ketchup bottle.