Nowadays we are used to think of design in terms of quality and beauty of the tangible or intangible artefacts that are generated by an industrialised system. Considering objects, graphic representations, interfaces or services, the main difference between craftsmanship and design stays in the replicability and scalability of the proposed solution measured against an existent market and its hierarchical dynamics. This implies an order that on the surface seems to be naturally stirred by the so-called “taste”, or a series of trends that reflect the preferences of the overall public: however, looking closer, all the design production involves a carefully controlled balance driven by economical, political and social interests.