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I won't do Timo a disservice by quoting one fragment of this essay; it's one of those lovely pieces of writing where not a word is wasted, where it all builds an argument, and you should just read the whole thing. Lots of topics I've been touching on in recent years, in part because of my time at Berg, and the designers who are my friends and peers. This is what needs to be beaten into the world, a little; the way to beat it in is to build it in, through our work and products. I should work on that more.