The problem is that Richie seems to have a hard on for reframing problems with the text as Artist V. Designer or Heart/Instinct V. Technique. Naturally, this has gotten turned into yet ANOTHER GigPosters debate with only two, rigid sides.
Try to get what I am saying here:
You can have heart and follow your gut AND make the elements work together (or at least have them work against each other in an interestign way) without being some pompous design snob. THATS what natural artists do all the time.