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should we lament any effects that “image culture” might have on the words we use? Moreover, words are just as subject to the electro-romantic whims of the entrepreneurial worldview (“fast fail” 99 times until you succeed and then sell out as fast as possible) as they are to the Burberry plaid calculations of the instrumentalist optimizers of postmodernity (take that which exists and endlessly tweak every micro-parameter until the people paying the bills believe it’s as good as it’s going to get). Don’t we constantly spit out text in the hope that something will have an impact? Aren’t we constantly just stirring the discursive pot, moving words around on the off chance that some combination will have the semantic alchemy we seek? Don’t we constantly scroll through Google results on various architectural topics with wanton promiscuity, occasionally swiping right when an article tickles our fancy? And how many of those articles do we fail to finish? Most of them? Will you finish this one?...