
Then, as we consult and amend our perfectly-focused solution, it shifts just slightly out of focus before it's implemented. The final solution is never as good as the penultimate one.

And finally, there's often a stray photon that arrives from nowhere, completely bypassing our lens. The marketing director's twelve-year old son has drawn a great logo (it's happened); someone has read that italic is always illegible; someone doesn't like green.
