I have seen a lot of pro-architect pieces over the years, and being an architect myself, I am unavoidably and unapologetically pro-architect. Many of these "hire-us" pieces emanate from well-meaning trade organizations, their ubiquitous acronyms exuding credibility and professionalism. The articles, meanwhile, are the equivalent of 1950s-era neon signs screaming "Eat At Joe's!" or "World's Best Coffee!" The essence of these pieces is to push what was once common knowledge: "