The Computer Industry Is Creatively Bankrupt.

We Say No To A Lot Of Things So We Can Invest An Incredible Amount Of Care On What We Do.

Our Goal Is To Try To Bring A Calm And Simplicity To What Are Incredibly Complex Problems So That You're Not Aware Really Of The Solution.

If Something Is Not Good Enough, Stop Doing It.

It's One Of The Curses Of Designing That When You Look At Anything, You're Constantly Thinking, Why? Why - Why Was It Designed Like That, And Not Like This?

As Consumers We Are Incredibly Discerning, We Sense Where Has Been Great Care In The Design, And When There Is Cynicism And Greed.