OK. Maybe it's just lust.
I admire this gang.
We believe that the easiest way to change people's behaviour for the better is by making it fun to do. We call it The fun theory. http://www.thefuntheory.com
Good design should be fun to make. Spot a problem. Apply your personal values, but don't be chained to them. Think expansively. Refine. Execute (the life-giving way).
Thanks to friend and colleague Tim Hogan at University of Missouri-Columbia.