Spectacle and its discontents: or, the elusive joys of architainment / Luis Fernández Galiano -- Less for less yet: on architecture's value(s) in the marketplace / Michael Benedikt -- Brand aid: or, the Lexus and the Guggenheim (further tales of the notorious B.I.G.ness) / Michael Sorkin -- Hyphenation nation: blurred forms for a blurred world / Rick Poynor -- Architecture for sale(s): an unabashed apologia / Kevin Ervin Kelley -- Rocking for the clampdown: creativity, corporations, and the crazy curvilinear cacophony of the Experience Music Project / Thomas Frank -- Rockbotton: villa by OMA / Wouter Vanstiphout -- Inside the blue whale: a day at the Bluewater Mall / Rick Poynor -- We dig graves--all sizes / Daniel Naegele -- The second greatest generation / Michael Sorkin