If something works well – an idea, person, or project – there is a seemingly irresistible desire to bottle it. Bottle it, define it, package it, commercialise it, institutionalise it, reduce it to a formula and copy, copy, copy-paste it until whatever it was becomes irrelevant, and ineffective, and then discard it as the junk it now so clearly is.

This is a pattern we, in our greedy little capitalist and very human souls, can’t help repeating. We believe this time we can pin the butterfly to our collection board without killing it. That this time, we can have our beautiful wild horses and saddle them, too, without breaking their spirit.