>> definitely flip toward -- fli pboard. they're moving like a rocket.orld'se one of the great interactive designers. he disappeared and went to this company. you need a great designer to do a great company. list of looking at a great companies now. it is interesting when you see bnb, youbay or an air don't think of them as design companies. >> i love their website. that is not the point. joe and brian are industrial designers. they design physical things. i love the physical environment. and the the space physical environment. the website is an artifact of that. the website is a scaling mechanism for their sweet understanding of the physical environment. the design is all here, not on the web. >> what is the wrong way to go about design? who is doing design poorly? i never like to throw rotten apples at people. >> i figured you wouldn't. it is a bad way to go about it? the wrong way-- to go about it is very common. realize you forgot to make it palatable for people to use. so we'll sprayed on top. i will call it lipstick on the pig. i never liked that.