"... Designers have their own private agendas, ambitions, anxieties, compulsions, and references that they attempt to implement. Those agendas may mesh with the content at hand ... or may be grafted onto content and live on parasitically. Personal Vision is the designer's value-added; it's an indexical presence ... so resilient it can survive in any context ... "

From the introduction to the new 2x4 catalog.

As a side-note, I just discovered, in an obvious manner, that sells actual two-by-fours.