Instinct is not the same thing as reason. To start with, instinct is much quicker.

"Should architectural education begin teaching students how to design buildings that generate publicity? Of course, that includes doing a building correctly in terms of structure and function, however, getting publicity appears to be a new and already prevalent user demand that requires compliance as well. And isn't it common sense for architects to supply what the client asks for?

Then again, it really isn't the architecture or architect that generate the publicity. Rather, it is the advertisement driven publicity/news 'machine'."

"My feeling has been all along, however, that architects and architecture are well capable of generating their own publicity, but professional 'decorum' has for the most part made that attitude an ethically and aesthetically wrong position for architects to take. This 'wrongness' is really just a fabrication, an artificial restraint, and, as always, it is precisely at these artificial points where 'institutions' are the weakest, where the decay happens, where things begin to fall apart. I wholeheartedly advocate architects to embrace publicity as a new, additional ingredient that makes good architecture, the same as firmness, commodity, and delight make good architecture. Furthermore, I hope it takes less than twenty years for architects to begin creating and directing web sites that are just the same as television channels."

What were you doing January 23rd 2001? Blinking?