As an adaptive art, design builds upon an innate, universal human imitativeness, which is also fully on display in consumerism. As children, we learn and develop through imitation. Imitation is the most effective way to learn, to teach and to pass on environmentally and culturally specific knowledge and skills, including language and design. By imitating their parents, children are able to learn whole languages within a few years; they are prime examples of the many evolutionary benefits to be gained from imitating others. 1