Funny thing, though. "Business people often have the impression that design is only about styling," Peter Lawrence once observed regretfully. And certainly few things are as irritating to today's informed and well-intentioned designer as being dismissed as a mere stylist. Yet go back and reread what the real issue was for Watson: beautiful picture puzzle versus bicarbonate of soda. Good design is good business? Maybe. More like, good design just…well, looks better, for God's sake. In other words, styling.