Concepts are initial ideas, sketches, plans, on how things could look and be built out. They’re not meant to be final but rather starters for discussion, the means of inquiry.
Here’s Elon Musk’s sketch for his proposed “Hyperloop.”
Here’s Jack Dorsey rough sketch of Twitter.
The sketch is a jumping off point. By all means, criticize it, toss it, or add to it. But as a reviewer, don’t make believe it’s ready to ship unless you’re prepared to sketch one yourself.
Creativity is a work in process and understanding, the endeavor to turn meaningful concepts into life. All ideas from scratch and then grow in the execution.