Here is a snippet from Alex Proud’s piece in The Telegraph UK newspaper.

The entire piece is <<here>> it’s a long piece (1767 words) but give it a go, if you’ve a mind to.

“However, brands are addictive, so as time went on, I spent more and more time thinking about the brand and less and less time thinking about photographers and art. People would ask, “How are things going?” and I’d say, “Great. The brand got some really good exposure this week. In Dazed, which is right where our values are.” I’m still not sure what I meant by our values. But I guarantee you conversations like this are taking place in a thousand architect-designed offices around the country right now. And the people involved will be talking in that weird super-serious tone which is only ever used by those whose jobs are totally unserious. It’s a tone you never hear doctors or structural engineers use.”