There is a world of difference between building designs and designing buildings. Western architecture has become obsessed with the former. This is evident in the number of real buildings that aspire to look like architectural models. This is evident in the number of architectural 'photographs' which are barely distinguishable from digital renders. There is an emerging fetish in the architectural trade such that the real world look like the imagined one. A virtual fetish, as in a fetish of the virtual. The value of this cannot be ... overestimated.