Facebook wants us to know that its values are Gehry’s values. Further evidence of a creative mindmeld: Gehry works in a warehouse; later, we hear that this design that so shares Facebook’s values will be like a “warehouse.” Facebook isn’t just saying we really get along with our architect. It’s identifying the type of creativity that it takes to run and grow a successful social media company with the type of creativity it takes an artistically serious architect like Gehry to design a building. The comment about wooden models is also a gesture at the valuation of craft — a central part of the artist’s work – that puts it on par with “state-of-the-art” software. Why might Facebook want to associate itself with tactility, with craft, and with the physical world — all those things that the Internet has been accused of disappearing?