I think his early work was a bit more commercial, but the bulk of what he is known for is probably high design. I think he, Phillip Stark, Karim Rashid, Marc Newson, they all flirt on the edge of high design. Some of their work solidly is (like the marble book cases I mentioned earlier) and some of their work is more mass market. I respect that about all of them. They have the ability to take their work up market or mass market.
Droog I think is more straight on as an example like Ralph mentioned.