Can XD survive the hype?

With this week's cover story "The Power of Design" Business-Week has 
firmly put Experience Design on the map (yes the word "experience" 
even appears in the headline...Unfortunately you'd be left thinking 
IDEO owns the expression.)

http://www.businessweek.com/magazine/content/04_20/b3883001_mz001.htm

Likewise Fast Company does a cover story on "Masters of Design" this 
month, and the Disovery Channel features a behind-the-scenes 
documentary on the PD process at Pentagram.

Reason to celebrate sure--but an awful lot of pressure for a "field" 
that only seemed to gel a short year ago. Can XD survive the sudden 
overexposure? 

My worry is that if we can't seem to agree on what XD is and is-not, 
the market will spin us into an overhyped catch-all buzzword. 
Already there are quite a few web-shops eager to hoist the XD flag 
as a way to differentiate when what they're really offering is UCD.



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