Nevertheless, ideally, design, released from conventional, commercial design consulting, in the way design thinking hopes, would be freer to create real and lasting value, not just profitable systems of exchange value. We can glimpse this idealism in the emergence of different forms of the peer-to-peer sharing economy, where I can find just the thing I need from a neighbor nearby, who I may or may not pay – the disintermediation promised us by the internet appears now (at the convergence of urban informatics and social software) more or less achievable – except of course businesses are desperate to work out how to interrupt those efficient markets with noisily distracting advertising for things we don’t really need.

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