@East Side Mafia: Product Design, in the context of this article, is treated as the fairly “all-encompassing” version of it. Software/digital interfaces, hardware products, non-technology products, it’s a pretty wide range. That’s why the examples at the start are: the design of the Interstate Highway system, and LED lamps for street lights. These aren’t your typical “hardware or software” product like an app or a mobile device, but they are products applied at scale, with serious consequences for “users” (society’s citizens).
As for designing for emotion vs. commercial intent: the idea is that you consider the human impact (emotion/psychology) more than simply looking for commercial value. Looking solely at the latter, your products are likely to cause unintended harmful side-effects, whereas you can be conscious of these principles and still design for commercial intent as a goal.
Does that help explain?