Bruce Sterling writes like some kind of script kiddie in this post about Adaptive Path/Design/language. Though I really decided to link to it because I was amused that the three firms he uses to define the "design business:" MetaDesign (a formerly employer of mine), Method (Former roommate, client, friend), and Pentagram (E, no real connection; except Juliette tried to get me to go get a job there the first three years I lived in NYC. And I walk by their building on route to a client every week). Curious trio to choose.