I'm afraid he makes the same mistake that so many do, of dismissing the argument that the fundamental bicycle diamond frame geometry is as perfect as it ever will be.
It simply is, and every attempt to depart from it loses efficiency. And thus it ever will be until human beings drastically change their shape. That's the bit that would be designers so often forget, it's all about the human, not the bicycle, the bicycle has to follow human form and function.
As for the motor industry involvement, Toyota, Honda and Peugeot are also bicycle manufacturers with a very long history of doing that. Peugeot in particular made many a race winning bike in the past so know plenty about bicycle efficiency, but have stuck to the tubular diamond frame.
The motor industry isn't new to e-bikes either, back in 2001 Mercedes made one for a while and more recently their Smart division made one too. Neither brought anything special to the scene and neither ranked anywhere near being the best.
.