Excellent assessment. Chip people needs to look at the application. This is the mantra since the beginning of time. But it is getting more and more urgent. System integration in DoD is good example. It has been there because there is a single customer - DoD. They know exactly what they want. System integrators too, sort of, know what customer wants.
I think the chip industry needs to look beyond the chip engineering. End applications consist of multi-physics system. There need to be top-down engineering consisting of multi-disciplinary engineering, like DoD system development.