Yet as researchers such as dana cuff have shown, not all of these issues are just problems of the marketplace. Cuff’s seminal book Architecture : the story of palace, a tryly thoughtful ethnography of the field, shows that the field’s relationship to the notion and practice of business is ambivalent at best. Cuff traces the distance the architecture profession has tried to make between its practices and making money even from vitruvius’s time when he wrote “I have never been eager to make money by art, but have gone on the principle that slender means and a good reputation are preferable to wealth and
