Without a doubt, these are exciting times for anyone working in the field of digital design. Seemingly magical devices now surround us that we, as designers, can use as conduits for anything we can imagine; where the affordance told by an object is no longer built into its physical form. Yet many seem to want to push old ways onto these new possibilities. For instance, why do we replicate page turns on devices without pages? This is a time for the new and the unthought-of: a time to ignore any previous rules, to start from scratch, and to create objects “that remind people of things they’ve never seen before”.