Most areas/forms of design are severely bound by market/audience/project needs. That is perhaps a sweeping statement, but one cannot argue that the world revolves around money, and design – especially graphic design – is a means of communicating/enticing/selling the end product to potential consumers. I have, in the past, have had to really play up certain positive aspects of the end product in, for example, the packaging, to mislead potential consumers. For my own conscience, I make sure never veer into false advertising territory. Yet at the same time, I recognise that this tactic helps sell the end product. More often than not, the business world features this sinister aspect of consumerism. I fear that this integrity Berman speaks of could very well be wishful thinking.