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Aww rats.  So what if my idea of HTC buying Palm didn’t really make any sense.  It might have been Palm’s big chance not to take a dirt nap.  HTC, refusing to yield to my new world view, decided to purchase One and Co., the design firm that helped create their awesome Touch Diamond.

Interestingly, One and Co. works with a lot of big names outside tech such as Nike, North Face and Soloman.  One and Co. brings broad expertise in design and manufacturing techniques combined with an emphasis on lifestyle design.  One latest achievement for the company was a helmet for K2.

“Design is key, it is why you love or hate something,” said Horace Luke, Chief Innovation Officer, HTC Corporation. “Integrating iconic design into HTC products is an inspiring and dynamic challenge that requires a unique combination of consumer insight, creativity, innovation and an appetite to take risks; attributes that embody One & Co.”

This move, rather than purchasing Palm, should prove a much higher return for HTC.  The Touch Diamond was their breakout product (in my mind, at least) that made consumers take note of the HTC name.  Focusing on developing their own style is exactly what HTC should be doing.

I can’t help wondering how One and Co. will deal with only working in electronics now as last time I checked, HTC doesn’t have a footwear or ski business going yet, other core design competency for One and Co.  Perhaps I should stress yet.

Thanks to reader John Donaldson for the tip.

Read: [MarketWatch]