When architects show off their work, or propose a bold new building complex or even ask for a zoning variance, the public sees the external photos. The tall spire, the innovative use of glass, the weird hole in the center of the building.

And when a car company shows off a new model at a press conference, it’s the headlights or the door handles that catch our attention.

And colleges brag about their football teams…

But the thing is, most of the time the building serves its function for the people working inside of it. The owner of the car can’t see the headlights, and almost all the benefits of college have zero to do with what happens for two hours on Saturday.

Gimmicks are memorable. But they’re gimmicks.