Media has had an enormous impact on architecture and has created this category of star architects. It doesn't mean if they're any good or bad. And boards of trustees and clients look to the media because they want to be involved in media. Now, thirty years ago there were what you'd call star architects, but they weren't media architects. I mean, Jim Sterling is a great architect, let's say. But he wasn't hired by anybody because he was thought to be difficult or, you know, it didn't mean as much to have Jim Sterling. Rather, have an easier architect. Jim didn't build much in England because his personality rubbed the Brits the wrong way, let's say. Cedric Price didn't build much. I mean, today Jim and Cedric and people like that would be like Norman Foster and Renzo Piano and Richard Rogers, etc. They would be media figures, media stars. But in the days when Jim was in his heyday, media didn't matter. Being a good architect mattered. And still in history, being a good architect matters.

Norman Foster is a media figure. I mean, you know, he's a media giant. He's got an office of three hundred, five hundred people. When he started out, he was a very good architect. I don't know if I would call him a very good architect now, but history will decide those kinds of things. But he's a media figure. Lord Foster, Lord Rogers, you know, they attained a certain status because of their mediated capacity. I mean, no one got to be a Lord when I was in England in the 60s. If you got to be a Sir, that was really something. But to become a lord, my God. I mean, Corbu spent thirteen years of his life not building a thing, right? He's the great architect of the twentieth century. Media didn't help him at all. And he didn't give a damn for it. What I'm saying is that the architects today use media and produce things because media is an aggressive form of behaviour. It constantly wants something new. So architects have to be constantly producing new things, new ideas. You want to know your media. You want to know my new ideas, right? You don't want to just know my ideas. You want to know what are you thinking now, right?