"The number one problem we have with design is that we don't know who we are designing for. Are we designing for ourselves? Are we designing for publishers? Are we designing for EB salespeople? Are we assigning for reviewers? Are we assigning for the audience? The problem right now is that we're designing for publishers and not the audience. Designers are thinking about what will look good to a publisher and this is just remarkably stupid because designers have no idea of what publishers are actually looking for and why."