The fram­ing of what we design is very impor­tant to how we go about it. We have not been fram­ing these things as con­texts. We’ve been fram­ing them as prod­ucts, ser­vices, and a whole oth­er series of terms that are— Tools, for exam­ple. And these are things that are most­ly trans­ac­tion­al. They’re not things that are meant to be inhab­it­ed.