‘”Öto those who complained that International Style buildings were cramped, had flimsy walls inside as well as out, and, in general, looked cheap, the knowing response was: ‘These days itís too expensive to build in any other style.’ But it was not too expensive, merely more expensive. The critical point was what people would or would not put up with aesthetically.’ We can see parallels today in design. Once a product has been Wal-Martíed, people feel it should be had inexpensively. It requires reinventing the product (e.g. Oxo) to change peopleís minds.”