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 With the organisation of industry on the grand scale, and the enormous application of machinery in the interests of competitive production for profit, when both art and industry are forced to make their appeal to the unreal and impersonal average, rather than to the real and personal you and me, it is not wonderful that beauty should have become divorced from use, and that attempts to concede its demands, and the desire for it, should too often mean the ill-considered bedizenment of meaningless and unrelated ornament.

The very producer, the designer, and craftsman, too, has been lost sight of, and his personality submerged in that of a business firm, so that we have reached the reductio ad absurdum of an impersonal artist or craftsman trying to produce things of beauty for an impersonal and unknown public—a 10