the possible titles for this were all bad so this is a wholesale invented title by me to summarize the contents of this link, which i think otherwise is interesting.
[…]The time required to test an idea should be zero.
There’s a lot that’s appealing about this idea. As a mission statement, it’s a fine one. But it’s worth remembering that people—you, me, all of us—live and work in the hours, minutes, and seconds we’re trying to streamline out of our product cycles. And our industry has a terrible track record of asking about the second-order effects of its product decisions. For example, if we could instantly create designs in a browser, what happens next? What jobs would be changed as a result? Who would be impacted?
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