 My title is a kind of odd. ThoughtWorks lets you choose your own titles, and mine has gradually grown over the years as the things I do has kind of grown over the years. So my title is Director and Software Architect. That kind of makes sense. But the last one is a meme wrangler, and that probably makes no sense at all. But it's a kind of an abstract title, but it's really, so a meme is this term coined by Richard Dawkins in his book Selfish Gene, and it's a basically a meme is a viral interesting ideas that come up on our projects and do something with that beyond just the project that it's on. And I go into this explanation because this talk is a direct result of that role within ThoughtWorks of looking at interesting things across projects and trying to derive conclusions from them. And so that's what I'm going to do in this talk. The origins of this talk came based on conversations I was having with the technical folks at one of our projects called OVE, which is Online Vehicle Exchange. What they do is an important for our purposes. They are actually an auto auction site for used cars. So if you're a car dealership in the U.S., you can get a logon to ove.com, Online Vehicle Exchange, and do an online auction. But I'm much more interested in the technical aspects of this project. This is a Ruby on Rails project that was started very aggressively almost five years ago now. In fact, the very first check-in was in October of 2007. So we're coming up on six years now, I guess, in October of this year. And one of the goals of this project was to try to, the client had been number one in their market. They had fallen number three and they were falling more. And so they desperately needed something to revitalize their business and get them back to the top of their market. And so we went into this project very aggressively with this idea of emergent design. We'll start with as little as we can and then grow as the code base and the problem domain grows. About three years in, I started having conversations with some of the tech leads here. I've worked on this project on and off for its entire life. And they were concerned about some of the things that we're seeing in the emergent design space, some challenges. And that spread to some other projects. And I started chatting with people on other projects, bringing the challenges OVE folks had identified. And seeing if those same challenges existed on other projects, it turned out they did. And so what I've done is consolidated a bunch of those things into this talk. So this is an ongoing R&D effort. I'm going to keep building on this IP within ThoughtWorks. And I'm right now in the process of reconciling this with the product innovation practice within ThoughtWorks. And you'll see some aspects of this within this talk because one of the things that I do, I'm purely...