Intentionally not capitalizing could be a powerful statement. It is an act of building something new, free from any Cannon, any top town values.

Our new design needn’t match The Design. It stands on its own, seeking an honest and generous fit. It does not need a certificate. Our design need not a diploma, nor to be an expert (remember that robots are the biggest narrow experts).

It is Taylorism, Six Sigma, and the Standard that got us used to make Best, fast. But with constantly changing thinking schemes and self driving assembly lines who even has the time to capitalize?