You keep banging on about this competition brief but what of it? Have you read the brief? As it says, the brief is broad. At the end of the day, it seems to come down to does James Dyson like the look of it. I am not understanding why you feel this competition aspect is especially relevant here, what we are talking about is what the object is supposed to be offering, and whether or not it is viable in that aim. The fact that it fulfilled his brief does not alter the fact that the designer has stated their intention, and is planning on going live next spring. To do that they have to be regarding the current design as the finished article, or close to the finished article. In this context I reckon that the phrase close to carries it's normal meaning, and that isn't potentially a world apart.